What is "puffery" in the context of advertising?

In the context of advertising, "puffery" refers to statements or claims that are exaggerated and subjective in nature, making them not susceptible to factual verification. Such statements are often so whimsical or inflated that consumers do not take them literally or expect them to adhere to a standard of truthfulness. Puffery allows advertisers to engage in promotional language that can enhance the appeal of a product without misleading consumers in a legally actionable way, as it is generally understood that these are exaggerations rather than concrete promises.

For instance, slogans like "the ultimate driving machine" or "the best coffee in the world" are typically seen as puffery because they reflect a subjective opinion rather than a factual assertion that can be measured or tested. This understanding protects advertisers who use hyperbolic language as part of their creative expressions.