While advertisers and consumers may accept it as a part of the advertising game, puffery is considered unethical mostly because puffery can be proven true or untrue easily and therefore hurts the brand image. O puffery can be misleading to the general public. o it fails to educate consumers of the specific solution a product provides. O puffery is a marketing communication tactic which is often unethical. all puffery practices are illegal in the first place