False Advertising and Puffery

The difference between puffery and false advertising is a successful branding campaign on one side and massive penalties on the other. And the line between the two can be surprisingly thin and fuzzy. So thin and fuzzy that companies competing against other brands are at extreme risk of crossing that line and crashing into the litigation abyss. A time consuming, expensive, and ugly place you never want to find yourself. Simply, you need to understand where that line is and how to stay on the right side of it.