Governance & Policy
Puffery
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.
References
Source imported for editorial provenance.
This reference provides supporting context for how “Puffery” is defined and used.
Overview
How it is used
The concept appears in advertising law, consumer protection enforcement, greenwashing litigation and marketing compliance guidance.
Why it matters
The line between puffery and deception determines how much environmental marketing is accountable to evidence; that line is moving steadily toward substantiation.