The Federal Trade Commission (FTC) takes the position that:

Question

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The FTC takes the position that consumers recognize puffery and don't believe it. Puffery refers to exaggerated or subjective claims that are unlikely to be taken literally by consumers. The FTC recognizes that puffery is a common advertising technique and that consumers are able to distinguish between factual information and exaggerated claims. However, the FTC does take action against advertising that could be considered deceptive or misleading to consumers, even if it includes elements of puffery.

The Federal Trade Commission (FTC) Takes the Position That