What personally makes this style interesting to me is that there are usually several layers of meaning and intention. And usually references to other films or common perception or convention.
Even if the intention is to tell the truth or a true story, there's always the bias of the storyteller, the selection of what to tell, and what not to mention etc. So in this case, the Coen brothers re-used the "based on a true story" concept, and even exaggerated it. They re-use the format, but mock it at the same time.
We have societal norms about it, maybe. But there are certainly no explicit rules about this, and the societal norms about lying are already pushed to their breaking point when you walk in to a movie theatre.
I think there are specific laws about fraud. In film they can claim artistic license, though.