EFTA Document EFTA01378440

Page 18 21 Health Matrix 189, * lighthearted boasting, whimsy, exaggeration, and "bluster" are, as a matter of law, not misleading, because reasonable people do not take such speech seriously. The problem is that human beings are in fact often influenced by discourse that the law calls "mere" puffery. ^2' There are two lines of evidence for this. The first is social scientific inquiry, which has demonstrated in controlled experimental settings the influence of puffery. -re The second line