That they managed to work the concept of "puffery" (their propaganda term for lies) into the law tells you everything you need to know about advertising industry ethics.
It's pretty clear that there's a universally understandable difference between these two advertising statements:
"Bill Davis is the greatest real estate agent in the history of world civilization."
"Bill Davis has sold more real estate than any other agent in Des Moines this year."
Not everything said by a company spokesperson or written on a web page is fully vetted by legal but ads specifically often are.