Part A: Objective claim or puffery? 

What the puff? Sometimes it’s hard to distinguish between mere puffery and an objective claim. Marketers are extremely creative and can develop all kinds of collateral, including words, language, images, symbols, and even names where some may say “claim!” and others may say “puffery!” This panel will examine the rules of the road to determine if your advertising is puffery or conveys an objective claim that requires substantiation.