The New York City Consumer Protection Law prohibits DECEPTIVE TRADE. PRACTICES, meaning any claim or action having the potential to deceive consumers.In advertising and marketing, the law requires that objective claims be truthful and substantiated. Advertising and Marketing Basics. Under the law, claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. This document outlines the class action settlement agreement with Chick-fil-A, addressing deceptive marketing practices. The FTC has sued companies for deceptive marketing practices that create a false sense of urgency. Do avoid fine print disclaimers. In this lesson, students examine the ground rules for advertisements of goods and services, why we need rules, who sets them, and who enforces them. We'll listen to your situation and layout options.