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What is Puffery?

 , updated on July 05, 2018
Puffery is a term to describe obviously exaggerated marketing communications. It is a legal concept that suggests that customers can reasonably expect salespeople and marketing materials such as advertising to include exaggerations that aren't meant to be taken literally. If a salesperson says "this is the fastest horse in the world", a reasonable customer wouldn't place too much weight in this statement.
The concept of puffery typically applies to vague statements or wild exaggerations that should be clear to the customer. Information that sounds specific and non-exaggerated isn't considered puffery. If you claim a horse has been clocked running 43.97 mph, the customer can reasonably assume this to be a factual representation of the horse.
Overview: Puffery
Type
Marketing
Advertising
Sales
Definition
Marketing communications that a customer can reasonably interpret as an exaggeration that is not to be taken literally.
Use
Used as a legal defense
Value
Allows advertising to be imaginative and salespeople to be colorful.
Related Concepts
Compliance
Sales
Advertising

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