Puffery, aka Wikipuffery, refers to promotional language that sounds impressive but lacks objective meaning, words like "innovative," "industry-leading," or "world-class." These terms are common in marketing and PR but don’t belong on Wikipedia unless they're clearly supported by reliable, independent sources.
Even if such descriptions feel accurate, they’re considered subjective and non-neutral without external validation. Wikipedia doesn't allow contributors to make value judgments; instead, it expects articles to cite specific accomplishments, awards, rankings, or third-party recognition that justify any claims of excellence or impact. The focus should always be on what has been documented, not on how the subject prefers to be described.
