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Puffery (or mere puffs) refers to exaggerated statements or promotional claims made by a contracting party typically, about their product or service. Puffery is generally not considered as a legally effective as a representation or contractual term as it is seen as mere “sales talk” or “puffing up”. An example of puffery would be if a car salesperson states: “this car is the best in the world” — a reasonable person would understand that it is simply puffery with no effect.