I think as an audience we’ve become lightly cynical about promises made by big brands. But if they’re popular we still get tempted. In my opinion honesty is still the best policy if you want to make a customer rather than a sale. I guess that’s where social media can keep brands in check by offering a mouthpiece for consumers to spread the real word.

Very true. Part of the problem is Google’s insatiable hunger for stuff to index, which leads to this content. Or discontent. Or both.

Swaffham is a piglet pink lipgloss that delivers the ultimate pop of colour, along with subtle shimmer and a high-shine glow, like an August sun reflected by the Broads. Part of the limited-edition Acle Collection, this product is named after a thriving artistic and agricultural area of Norfolk.

I believe the latter – i.e. everyone does it, but maybe they shouldn’t.

I agree re overpromise and underdeliver, but it’s complicated.. What if you’re selling a me-too or fast-follower product that everyone knows is just adequate? If an honest claim just isn’t going to sound that good, it’s hard to avoid exaggeration.

And now I agree. But I guess it’s only natural to talk your product up to be the best so people choose it over all others – that’s the whole point of copywriting, right? Though I’m not sure how many would be persuaded to buy it a second time on the strength of that copy.