been free to enliven their ads with harmless hyperbole (Boudreaux).
However, other forms of dishonest advertising that are factual but misleading can persuade consumers to purchase products under false pretenses, sometimes causing them illness or injury. This type of advertising is neither puffery nor actual fraud, although it skates on the edge of the latter. An example is the claim made by the makers of Crisco shortening that it contains ôzero cholesterol.ö While this is true, it is extremely misleading, because although Crisco contains no cholesterol, it consists of 100% fat, and hydrogenated fat at that, also known as ôtrans fat,ö which is many times more damaging to the body (McFarland; ôTips to Spot Hydrogenated Fat/Trans Fat in
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