Most jurisdictions have consumer protection statutes , which prohibit the misrepresentation of a product. In consumer law, if a consumer asks or is given a representation in regards to an item, the information given mbe accurate and not deceptive.  However, the law has struggled to give advertisers a brake and created a distinction between misrepresentation and what the judges e called mere ”puffery”.     The term puffery is considered an exaggeration, false praise, or an overstatement expressed in a big indistinct, and commendatory language.  It is basically sales talk, or seller’s opinion only!  Puffery is not illegal and is a common method used in advertising.  The rule amounts to the seller’s privilege to lie his head off, so long as he says nothing specific.  Advertisers try to persuade people to buy a product or service through various methods.  For instance, a company may deliver an entertaining message about its product, compare the product to a similar item, list facts about the product, or make vague claims about the product which cannot be proven or disproved.  This last method is known as puffery; the advertiser puffs up the product to seem like it’s more it is.     As stated, the claims made by puffery may be false, but they are not really lies because no one can prove or disprove them.  For example, I make my own marinate and sauces from scratch, which I promote as the best you’ll ever find; and my consumers loves them.  Although the folk who order from me loves the product, they cannot prove it my seasonings are the best in town or not.  On the other hand, if I say my seasonings will promote weight loss, because it’s seasoning, puffery or exaggeration works for me to get the attention of people; but it must be proven by facts if it promotes weight loss.  Therefore, puffery is an accepted advertising technique and comes down to a matter of opinion. References: ,  and , Elaine A.  June 2011. Does Puffery Deceive? An Empirical, Investigation. Journal of Consumer Policy Vol 34. Issue 2, p249-264 … ,  K. and ,  R.  Dec 2008. The World’s Most Trusted Article on Puffery