The New York City Consumer Protection Law prohibits DECEPTIVE TRADE PRACTICES, meaning any claim or action having the potential to deceive consumers. Instructions. It is important that you attempt to resolve your complaint with the company before filing with the Division of Consumer Protection (DCP).Advertise products that are not available; Misrepresent items or services in any way. You must provide a copy of the misleading or deceptive advertisement. New York law protects consumers from false advertising. You have a right to receive truthful information about products and services. You can file a claim for a deceptive practice or act under section 349 of the New York General Business Law. § 20-700 Unfair trade practices prohibited. Under the law, claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. False advertising is a class A misdemeanor under New York law.