When making an advertisement, what is okay?

• Identifying a competitor’s product in the advertisement to make a true comparison

• Making a true statement about your product or a competitor’s product that is based on reliable scientific evidence that reasonably supports the claim

• Exaggerated Boasts or Puffery: general, vague or clearly subjective claims of superiority understood as opinions rather than factual representations

• Example of puffery - “WE ARE THE BEST!”