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used for the past 16 years and that the statement was a puffery and not advertisement specific but Signature Not Verified Digitally Signed ... purifier' which provides the purest water rather than being understood as puffery or an exaggeration. The CCC further discussed that, based on the data

overall misleading message, seen from the stand point of the customer. (v) Puffery is the only exception, as puffery, by its very nature, involves exaggeration ... element of untruth is bound to exist in it. Untruth in puffery is permissible only because puffery is inherently not taken seriously by the average

similar nature? OPP vii. Whether the impugned advertising material amounts to puffery and seeks only to promote the superiority of Defendant's product over