Michelle_Ch20

Puffery

Puffery is "advertising or other sales presentations which praise theme to be sold with subjective opinions, superlatives, or exaggerations, vaguely and greenly stating no specific facts." Puffery is very common in advertising. Chocolate companies, car companies, and other companies with a lot of competition use puffery to set themselves apart. The article I found explains puffery more in depth. It talks about how puffery claims are subjective based on the companies perspective, but it is not intended to deceive the audience. The use of puffery is stated in the Uniform Commercial Code. The FTC says that consumers expect exaggeration, which makes puffery legal up to a point. 

"The claims made by puffery may be false, but they are not really lies because no one can disprove them"

http://smallbusiness.chron.com/puffery-advertising-24357.html