Federal Trade Commission Bureau of Consumer Protection The FTC works to eliminate unfair or deceptive marketplace practices. California's Unfair Competition Law (UCL) was established in order to prevent businesses from false advertising and fraudulent business practices.The UCL also expressly prohibits "unfair, deceptive, untrue or misleading advertising" and incorporates California's False Advertising Law, Cal. Contact the Attorney General's Public Inquiry Unit to report a complaint about a business or if you have questions or comments. The court's decision in Nationwide Biweekly Administration reaffirms that the large body of prior decisions finding that UCL claims are equitable in nature, California has enacted some of the strongest consumer protection laws in the nation. One of them is Business and Professions Code § 17500. Deceptive trade practices and unfair competition contain restrictions similar to those in the FTC guides.