Understanding  Puffery

As a digital marketer, you may have come across the term "puffery" from time to time. But what exactly is it? And how can you use it effectively in your advertising campaigns? In this post, we'll explore the art of puffery and answer the most popular questions about it.

What is Puffery?

Puffery is a marketing technique that involves exaggerated or subjective claims about a product or service. These claims are not meant to be taken literally, but rather to create an emotional response in the audience. Puffery is often used in advertising to make products or services seem more desirable, unique or superior.

Is Puffery Legal?

Yes, puffery is legal in advertising as long as it does not make false or misleading claims about a product or service. Puffery is subjective and therefore not verifiable, so it does not fall under false advertising laws.

How Effective is Puffery?

Puffery can be highly effective when used correctly. It creates a memorable image in the minds of consumers and sets your product or service apart from competitors. However, too much puffery can come across as insincere and turn off potential customers.

How Do You Use Puffery in Digital Marketing?

Puffery can be used in various forms of digital marketing such as content marketing, video marketing, email marketing and social media marketing. For example, you can use exaggerated language to describe the benefits of your product or service in a blog post or create a humorous video that pokes fun at the competition.

What are Some Examples of Puffery?

Examples of puffery include phrases like "World's Best Coffee" or "America's Favorite Pizza." These claims cannot be verified objectively and are intended to create an emotional response in the audience rather than provide factual information.

Can Puffery Harm a Brand's Reputation?

Yes, if puffery crosses the line into false advertising or deceptive practices, it can harm a brand's reputation. Consumers are savvy and can quickly see through insincere claims. It's important to strike a balance between using puffery effectively and maintaining brand integrity.

In conclusion, puffery can be a powerful tool in digital marketing when used correctly. It creates an emotional response in the audience and sets your brand apart from competitors. However, it should be used with caution and never cross into false advertising territory.


  1. "Words that Sell" by Richard Bayan
  2. "Contagious: Why Things Catch On" by Jonah Berger
  3. "The Psychology of Advertising" by Bob M Fennis
  4. "Advertising & IMC: Principles and Practice" by Sandra Moriarty
  5. "The Copywriter's Handbook" by Robert W Bly
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