which are likely to cause consumer confusion about their own product, or misrepresents the nature, characteristics or qualities of their own (or another's) product, is civilly liable. USCA §1125 addresses gaps in the Lanham Act, but is not a perfect remedy. Advertisements that present false descriptions of fact are considered deceptive, with no additional evidence required; when an advertisement makes a factual (but misleading) claim, however, evidence of confusion of an average consumer is needed. Puffing Puffing (or puffery) is exaggerating a product's worth with meaningless or unsubstantiated terms, language based on opinion rather than fact, or the manipulation of data. Examples include superlatives such as "greatest of all time," "best in town," and "out of this world," or a restaurant's claim that it had "the world's best-tasting food." Puffing is not an illegal form of false advertising, and may be seen as a humorous way to attract consumer attention. Puffing may be used as a defense against charges of deceptive advertising when it is formatted as opinion rather than fact. Omitted, or incomplete, information is characteristic of puffery. Manipulation of terms Terms used in advertising may be used imprecisely. Depending on the jurisdiction, "organic" food may not have a clear legal definition; "light" has been used to describe foods low in calories, sugars, carbohydrates, salt, texture, viscosity, or even light in color. Labels such as "all-natural" are frequently used, but essentially meaningless. Before the Family Smoking Prevention and Tobacco Control Act, tobacco companies regularly used terms like low tar, light, ultra-light and mild to imply that such products had less detrimental effects on health. In 2009, the United States banned manufacturers from labeling tobacco products with these terms. When the U.S. United Egg Producers used an "Animal Care Certified" logo on egg cartons, the Better Business Bureau said that it misled consumers by implying a higher level of animal care than was actually the case. In 2010, Kellogg's Rice Krispies cereal claimed that it could improve a child's immunity. The company was forced to discontinue such claims. In 2015, Kellogg's advertised its Kashi products as "all natural" when they contained a number of artificial ingredients; Kellogg's paid $5 million to settle a lawsuit. Incomplete comparison "Better" means that one item is superior to another in some way; "best" means that it is superior to all others in some way. Advertisers often fail to specify the basis on which products