1) A material misrepresentation, omission or practice, 2) that is likely to mislead, and 3) a reasonable consumer. 

1) A material misrepresentation, omission or practice 2) that involves generalities or exaggerations and 3) that may or may not mislead a reasonable consumer. 

1) A material misrepresentation or fact, 2) that does not include a reasonable basis of a claim in an advertisement  and that 3) may or may not mislead a reasonable consumer.