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What is puffery ?
Puffery is a term used in the advertising industry to describe the hype and exaggeration that may be present in advertising meant to grab consumers' attention.
Puffery refers to an advertising claim that is not false because the product does possess that quality to a
What is puffery ?
Puffery refers to the exaggerated claim of a product's superiority or the use of subjective or vague statements that may not be literally true.
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Courts around the world have traditionally been generous towards advertisers. Theyve allowed puffing or seller's talk as it is also known.
a consumer perceives a claim (being explicitly or implicitly made by the advertiser) differently from
then buys the product under the influence of a mistaken impression and then suffers a loss as a
In an advertisement for Palmolive shaving cream, the cream lather was shown to be effective enough to shave sand grains off sand paper implying that if the
Examples of puffery
Unlike what has been shown in the ad, bears dont drink Coke.
23rd March `09
MYTH: A claim can be substantiated if it has several studies supporting it. TRUTH: A claim is only substantiated if the studies were scientifically controlled and validated by experts in the field and the party conducting the study had no incentive to obtain particular results. A claim may be substantiated if there is an absence of relevant studies contradicting the results.
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MYTH: If your product has some benefit, the advertisement will not be challenged. TRUTH: Even real product claims must be substantiated with scientific evidence. MYTH: Testimonials are substantiation.
considered.
23rd March `09
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MYTH: If endorsers actually use and like the product, it is safe to use their endorsements.
TRUTH:
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Truth telling
The term refers to not lying and not misleading anyone. One can mislead even without lying, by just withholding relevant information.
An example of that would be ads of OTC medicines that never talk of its side effects the ad for Crocin, a popular analgesic, doesn't talk of the liver damage that paracetamol
can cause when used regularly. It only talks about the relief
from pain/fever etc.
23rd March `09
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The question of truth telling also arises when they make models wear doctors coats and vouch for the quality of a product.
regulations
In the U.S the Federal Trade Commission (FTC) Act lays down guidelines for responsible advertising.
In U.K the Consumer Protection from Unfair Trading Regulation and the Business Protection from
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36(A) of the monopolies and restrictive trade practices act, 1969, gives an exhaustive definition of the term unfair trade practice which includes false representation
of products.
More recently, a body called ASCI Advertising Standards Council of India has been set up to regulate
Questions please...