<P> Although some journalists may assert their professional independence and integrity, and insist on producing an unbiased review, in other cases a writer may succumb to the pressure and pen a biased "puff piece" which praises the product or event while omitting any discussion of any shortcomings . In some cases, "puff pieces" purport to provide a review of the product or event, but instead merely provide peacock words ("an amazing recording"); weasel words ("probably one of the most important albums of the 2000s"; "Perhaps one of the leading bands of the 2010s") and tabloid - style filler which is peripheral or irrelevant to assessing the qualities of the product or event ("during the filming, there were rumours that romantic sparks flew between the two co-leads, who were often seen talking together on the set"). </P> <P> The financial relationship between the product company or entertainment firm and the reviewer is not always as obvious as a cash payment . In some cases, a small group of reviewers may be given an exclusive invitation to test - drive a new sports car or see a new film before it is released . This privileged access to the product may lead the reviewer to do a biased review, either out of a sense of obligation, or because of a concern that the failure to produce a "puff piece" will lead to the loss of future preview privileges . In some cases, the potential for bias in invitation - only preview sessions is substantially heightened when the reviewers are flown in to the location for the review, given fancy hotel rooms, and provided catered food and drinks during the actual review . The most egregious cases of this situation occur when, instead of inviting the reviewers to the company headquarters or another logical venue, the company gives all - expense paid tickets to Hawaii or Mexico, and holds the preview screening of the film or the product launch there . </P> <P> A particular use for puff pieces may be in health journalism . Providers of alternative medicine may be unable to make claims due to laws against false advertising, but they may be able to place stories and testimonials with journalists who can write as they wish under press freedom laws . Recruiting health journalists to write puff pieces may be a lucrative way to build the reputation of a product that has no effect . </P>

Where did the term fluff piece come from