Importantly, the laws generally assume that most consumers would recognize puffery as an opinion that cannot be verified. This means that a reasonable person would not take puffery literally.
It is important to understand that the difference between puffery and factual representations is the degree of specificity of the claim. For instance, puffery contains broad, general claims, such as the motto “The Best Coffee in the World.”
Puffery is allowed by the law to a degree. As such, puffery is not prohibited by most advertising laws. In general, a business or seller cannot be held liable for criminal or civil misrepresentation if they issue a statement that amounts to mere puffery.
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