What is Puffery in advertising?

Puffery in advertising refers to exaggerated and unverifiable claims made about a product or service that are intended to attract potential customers' attention without providing concrete evidence or guarantees. The essence of puffery lies in its hyperbolic nature, where statements are made more for persuasive effect than for factual accuracy. For example, a company might claim that their ice cream is "the best in the world" or that a particular car offers "incredible performance," without providing empirical evidence to support such statements.

This form of advertising works within the realms of consumer expectations and perceptions, where the audience understands these claims are typically an embellishment rather than precise information. Puffery is generally accepted within the advertising industry because it is recognized as a subjective opinion rather than a factual assertion that can be substantiated or legally challenged. This distinction is crucial, as it allows advertisers some creative freedom while adhering to regulations against false advertising.

In contrast, claims based on specific benefits or constructive criticism involve measurable assertions and are generally expected to be supported by factual evidence, unlike the nature of puffery.