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Advertising: Puffery & the FTC

Is it okay that companies use puffery in their ads? What is puffery and why does the FTC allow it occur in advertising?

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Puffery is when a company makes claims about the product that cannot be proved or disproved. It comes from the concept that a company is "puffing up" (expanding, making it seem like more) the product.

Puffery is not illegal because they are claims that a company -and others- can neither prove nor disprove. For instance, there are many ...

Solution Summary

This solution describes puffery and details if it is acceptable to use in advertising. The solution also discussed the FTC's position on truth in advertising.