PUFFERY

IN
ADVERTISING
Puffery Advertisements
 Itis defined as “advertisements or
other sales representations, which
praise the item to be sold with
subjective opinions, superlatives or
exaggerations, vaguely and generally,
stating no specific facts”.

 Although legal but unethical

 The acceptance is rooted in the free market
concept of caveat emptor (let the buyer
beware.
 It’s a seller’s privilege to lie.
Categories of Puffs

 Best
 Best possible
 Better
 Specially good
 Good
 Subjective qualities
Deceptive Vs. Puffery Advertisements

 Subjective claims.
 Intention to mislead and confuse.
 Legality
Airtel-Puffery or misleading?
Examples
 Gillette-
The Best a men can get.
 Goodyear- Best Tires in the World.
 Papa John’s-Better ingredients, Better
Pizza.
 Conagra foods- Better Tomatoes Make
Better Ketchup.
 Hutch- wherever you go, our network
follows
THANK YOU

ANY QUERIES?