Posted in Marketing and Strategy Terms, Total Reads: 328
When advertisers try to persuade consumers to buy a service or product through a sales presentation that rely on exaggerations, superlatives and on opinions with vague claims of little credible evidence, it is called as puffery. The facts or claims about the product may not be proved or disproved. Puffery is not illegal and is used by many advertisers as they simply puffs up the product or service.
Puffery usually rely on exaggerations and the claims made by advertisers may be false but they are not really lies as there is not much evidence to disprove them. Also, no one can prove them either. A brand can make a claim that its juice is best in the country but there is no way to prove that the particular juice in question is best or not. The main characteristic of puffery is hyperbole and advertisers make use of hyperbole and exaggeration to get the attention of its target audience and make the message more memorable. Puffery is considered as an accepted form of advertising since it is done in the form of exaggeration just to get attention of people and is not misleading the public in any way. The claims made by advertisers in puffery are normally subjective and are a matter of opinion.
Advertisers do not intend to deceive or mislead public through puffery. Advertising which tries to mislead people is illegal. If a company is claiming that its juice can cure cancer and it can’t then it is misleading and is also considered as illegal.
For example; if a company claims that its car is better than its competitors, then it will fall under puffery but if it claims that every third customer purchases its car and have no substantial proof for that then it will be misleading and will be considered illegal.