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It is, and has long been illegal to make false statements of fact in marketing materials.

Puffery, on the other hand is allowed. That usually entails non-falsifiable statements like "Evolv is the best way to detect guns". "Best" doesn't really mean anything because there are a bunch of tradeoffs that go into designing a security screening system.

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Right. "The world's best cookie". I think the idea is that no reasonable person would understand that statement to mean that literally, of all the cookies in the world, this one right here is the best.

At least equally important to whether a reasonable person would take it literally is that there's no way to prove it isn't. If I call something the best cookie, the closest thing that has to a concrete meaning is "I like it better than any other cookie".

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