Puffery refers to exaggerated or overstated claims in marketing communications. It is a legal concept that acknowledges that customers expect some level of exaggeration in sales and marketing materials, such as advertisements. Puffery is considered a type of “puff” or boast, and it is not intended to be taken literally. If a salesperson claims that a product is the “fastest” or the “best,” a reasonable customer would not expect this statement to be completely factual. Puffery is allowed in marketing as long as it does not rise to the level of false or deceptive advertising.
Some examples of puffery include statements like “the best product on the market,” “the most luxurious experience,” or “the strongest and most durable.” These statements are exaggerated and not meant to be taken literally, but they are intended to create a positive impression of the product or service being marketed. Other examples of puffery include slogans, taglines, and jingles that are designed to be memorable and appealing, but not necessarily factual.