Consumer Law at Your Fingertips

advertising & sales claims

"Puffery"

Wisconsin Statutes section 100.18 prohibits deceptive advertising and sales practices. But the law does not necessarily prohibit “puffery” -- general expressions of opinion that have no tendency or capacity to deceive consumers. “Puffery” may include statements such as “we offer outstanding products at low prices.” For more information, see Fraudulent Representations details.