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search 1881 Italian ad promising to stop the most violent
attacks of asthma, nervous cough, colds, extinction of voice,
facial neuralgia and insomnia, and to combat all laryngeal and
respiratory ailments, just by breathing the smoke of the
Cannabis Indica Cigarillos.  Puffery as a legal term refers to
promotional statements and claims that express subjective rather
than objective views, which no "reasonable person" would take
literally.[1] Puffery serves to "puff up" an exaggerated image
of what is being described and is especially featured in
testimonials.   In a legal context, the term originated in the
English Court of Appeal case Carlill v Carbolic Smoke Ball
Company, which centred on whether a monetary reimbursement
should be paid when an influenza preventive device failed to
work. The manufacturers had paid for advertising stating that
£100 would be paid in such circumstances then failed to follow
this promise. Part of their defence was that suc