| By Steven Kaplan

Has anyone see the Domino's commercial from a few weeks ago that claims Papa John's has engaged in "puffery?"

Domino's defines puffery as "exaggerated statements based on opinion, not fact." When advertisers commit puffery, they frequently use terms like "better," "best," "ultimate" or "greatest."

It's easy to find examples of puffery in the tennis world. It fact, you could probably find it in this magazine.


Steven Kaplan

Steve Kaplan is the owner and managing director of Bethpage Park Tennis Center, as well as director emeritus of Lacoste Academy for New York City Parks Foundation, and executive director and founder of Serve &Return Inc. Steve has coached more than 1,100 nationally- ranked junior players, 16 New York State high school champions, two NCAA Division 1 Singles Champions, and numerous highly-ranked touring professionals. Many of the students Steve has closely mentored have gone to achieve great success as prominent members of the New York financial community, and in other prestigious professions. In 2017, Steve was awarded the Hy Zausner Lifetime Achievement Award by the USTA. He may be reached by e-mail at StevenJKaplan@aol.com.