[Zak]

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.

[conover]

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.

[Zak]

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".