An Examination of that Form of Deception Called Puffery
Puffery is a marketing term which pertains to the “message" part of the promotional mix. The term itself has become the subject of discussion for two reasons: 
 
1) 
 
From a legal standpoint, puffery is legitimate and is, in fact, a permissable form of communication. 
 
 
 
 
2) 
 
Puffery and truth substantiated by fact are recognized as two different types of information.
Puffery and Magazine AD Readership
The purpose of this study was to determine whether magazine automobile ads containing puffery produced higher Starch readership scores than ads not containing puffery. Overall, statistical analysis found no significant differences between readership scores.
Is National Advertising Still a “Step Child of the First Amendment”?
Abstract This article is an examination of the Supreme Court decisions that pertain to the status of advertising under the First Amendment's freedom of speech provision. The author asks to what extent national advertising—commercial communication from producers to consumers promoting the producers' brands—is constitutionally protected, and concludes that instead of giving the national advertiser greater freedom, the Court may have reduced his freedom by expecting more legitimate commercial information. In Virginia Pharmacy the Court made it clear that protection did not preclude regulation to insure that “the stream of commercial information flow(s) cleanly as well as freely.”