Crossword Genius

Smoke (4)

Ross

I think it could be either:

puff

fume

'smoke' is the definition.
(I know that puff is a more specific form of smoke)

This is the entire clue.

(Other definitions for puff that I've seen before include "Exaggerated praise (for promotional purposes?)" , "type of pastry" , "Short breath; advert" , "publicity" , "plug" .)

I've seen this clue in the Evening Standard.
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