Bovee v. Coopers & Lybrand C.P.A., 272 F.3d 356, 361 (6th Cir.2001).4
The terms “puffing” and “puffery” first appear in Kentucky law in the context of auctions. See Millar v. Campbell, 10 Ky. 526, 3 A.K. Marsh. 526, 1821 WL 1160, at *1 (1821). A seller would hire “puffers ... to bid on [his] account,” driving up the price of the property being sold. Ibid.; see also Robinson v. Robinson’s Tr., 74 Ky. 174, 11 Bush 174, 1875 WL 11469, at *1 (1874). By the early 1900s, however, puffery had taken on the meaning it has today. Vokes v. Eaton, 119 Ky. 913, 85 S.W. 174, 177 (1905); see also J.I. Case Threshing Mach. Co. v. Mattingly, 142 Ky. 581, 134 S.W. 1131, 1133 (1911) (“When agents cease to puff their wares, they will cease to be employed.”). “Puffing by sellers,” these early cases held, “is universal” and thus generally cannot sustain a fraud claim. Vokes, 85 S.W. at 177.
This rule, however, was qualified. It did not make sellers wholly immune from liability for misrepresentations. Rather, because salespeople necessarily express a high opinion of their products, “every one buys knowing that he must exercise his own judgment on matters of opinion expressed by the seller.” Vokes, 85 S.W. at 177 (emphasis added). Fraud, though, could still lie against a seller who made knowing misrepresentations of fact while puffing his product. Ibid. (“The plaintiff does not charge that the defendants misrepresented any fact to him. Their entire scheme was set out in the bonds which he bought and accepted. It is not charged that there was any misrepresentation as to the terms of the bonds, or that he was misled in any way as to the contract.”).
Later panels refined this suggestion by applying to puffery the “well-settled rule [of contract law] that ... false representation, by the seller of property as to its value, when the purchaser has an opportunity to ascertain for himself such value by ordinary vigilance or inquiry, has no legal effect ... even when made with the intention to deceive.” McCoun v. Nickell, 208 Ky. 20, 270 S.W. 457, 457 (1925) (emphasis added) (citing German Nat’l Bank’s Receiver v. Nagel, 82 S.W. 433, 435 (Ky. 1904)). The result of this synthesis was McHargue, which held: “ ‘sales talk’ or ‘puffing’ ... do[es] not amount to actionable misrepresentation. This is certainly true where the parties deal at arm’s length and have equal means of information.” McHargue, 283 S.W.2d at 172.
Sellers’ claims about their products, then, are not wholly immune from scrutiny under Kentucky fraud law. Like all statements of opinion, these representations are actionable only if they misstate facts. The difference is one of degree. Kentucky law presumes that a buyer expects a salesperson to “puff [his] wares.” Mattingly, 134 S.W. at 1133. The buyer, therefore, should be on his guard and verify the seller’s statements before purchase. The “duty to exercise common sense,” Flegles, 289 S.W.3d at 549, in other words, is heightened in the commercial context. This does not mean, however, that salespeople have carte blanche to commit fraud. Venerable Kentucky decisions holding that opinions incorporating false facts may constitute fraud, while opinions based on true facts may not, confirm this conclusion.
Bowman v. Bates, an 1810 decision concerning misrepresentations of fact made while negotiating a sale of land, held: “a mistake of opinion ... could be no ground for relief between parties able to con
4
Until 1976, the highest court in Kentucky was the Kentucky Court of Appeals. We therefore look to pre-1976 Kentucky Court of Appeals decisions, when necessary, as the relevant state-court precedent.