Puffery is exaggerated praise of a poem, poet, or book that is meant to promote it rather than judge it fairly. In literary reviewing, it often shows up as flattering blurbs, biased notices, or clubby praise that ignores weak writing. The word can also refer more broadly to self-advertising language that talks up a work beyond its real merits.
Example
The reviewer called the thin pamphlet "a landmark of modern lyric genius," though the poem itself relied on stock images and easy rhymes.