You can’t watch TV or stream your favorites for very long before seeing car ads. It could be Jon Hamm using his recognizable voice to sell Mercedes-Benz or dogs driving Subarus. However, new car ads seem to feature a common theme: reassurances that certain models are “free from new tariffs.”

With Trump tariffs at the top of buyers’ minds, car ads are touting duty-proof status

Think of your typical car advertisement. What do you see and hear? Fuel economy figures, performance figures, and running footage of a brand’s latest creations, maybe? Well, you’re likely to hear a few other things in the latest car ads. Most notably, some ads are bragging about the new cars’ tariff-free status.

Nissan, for example, was quick to tout its “free from tariffs” status. The Japanese brand’s advertisements show vehicles like the Nissan Frontier pickup truck, a Mississippi-built truck that is likely not to feel too much strain from the 25% Trump tariffs.

It’s not just tariff language, either. Ford is leaning pretty heavily into the patriotic lingo. For instance, a glimpse at one of the Blue Oval’s latest ads, “Committed to America,” reveals the sign-off, “From America, For America.”

What’s more, Stellantis recently landed itself in controversy by releasing a lineup of patriotic ads, like Jeep’s “America’s most patriotic brand,” language. It’s not the assertion that the Jeep Wrangler is American, mind you. No, what netted Stellantis criticism over the ads is the claim that any of its vehicles are “American-made.”

According to the Federal Trade Commission (FTC), a product that is “made in the USA” must be entirely or nearly entirely built in the United States with little or no foreign components. It’s a definition that literally no new vehicle meets. Not even the Tesla Model 3 Long Range or the Honda Ridgeline AWD TrailSport, some of the “most American-made” vehicles on the road, fit the bill.