Governance & Policy
Puffery
Exaggerated promotional claims no reasonable consumer would take literally — legally tolerated, but a contested boundary in green claims.
Definition
Puffery is exaggerated, vague or subjective promotional language — "the world's best", "a greener choice" — that courts and regulators treat as non-actionable because reasonable consumers would not rely on it as a factual claim. The doctrine distinguishes puffery from specific, verifiable claims (which can constitute false advertising if untrue); vague environmental assertions frequently sit near this contested boundary.
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