Now day business conquers the world and the competition is at its peak. Advertisement plays a vital role in business, which popularizes the organization, product, or service. It is a non-personal paid form of communication that attracts consumer attention, to convey a business idea. Now we are concentrating on another stream of advertisement that is puffery advertisement. It is how the organization of the product or service gives a vague idea or exaggeration on their product. The idea may be confusing or maybe wrongly interpreted. It is subjective or superlative which the fact may be fair in nature. It simply makes us believe that we are in space. This may largely affect or make an influence on kids under the age group of 10. Children spend more time in television programs more or less suitable for them. In India, there is no statutory body to regulate advertisements, which was necessary. Advertisements are generally regulated by the Advertisement standard council of India, a non-statutory body. But, unfortunately, there is no pre-approval for these advertisements and if anyone claims some companies Advertising Standard Council of India (ASCI) takes action through Consumer Complaints Council (CCC). This study focuses on puffery advertisement in India and its impact on children. Children are the bigger consumers who are attracted by advertisements and they are incapable of critical thinking. They blindly believe in advertisements.

Keywords: Indian Market, Puffery, Advertisement, Consumer Complaints Council.