Contents
Preface
1. I'm the Greatest, Yes Sirree, That's All You'll Ever Hear from Me!
2. Falsity without Deception: As Possible As the Law Says, but Not As Probable
3. Puffery: Used Because It Works, Legalized Because It Doesn't
4. The Roots of Sellerism
5. Warranty: How Much Promise Do You Find in a Promise?
6. Misrepresentation: How Much Lying Do You Find in a Falsehood?
7. Opinion and Value Statements and Puffery: Avoiding Fact and Keeping Sellerism Alive
8. The Federal Trade Commission: Accelerating the Consumerist Trend
9. Reasonable Consumers or Other Consumers? How the FTC Decides
10. The FTC and Puffery: Some Wins and Some Losses in the Fight for Consumerism
11. Additional Kinds of Puffery, Beginning with Obvious Falsity
12. Puffing with Social and Psychological Claims
13. Puffing with Literally Misdescriptive Names
14. Puffing with Mock-Ups
15. Puffery's Immunity Should Be Eliminated
Notes
Table of Cases
Index