Unfair trade practices prohibited. No person shall engage in any deceptive or unconscionable trade practices in the sale, lease, rental or loan,.GBL § 349 prohibits "deceptive acts or practices in the conduct of any business, trade or commerce or in the furnishing of any service. The New Jersey consumer protection team at Brown Law, LLC will protect your consumer rights. Contact our firm today to discuss your case. You can file a claim for a deceptive practice or act under section 349 of the New York General Business Law. Levy Goldenberg LLP, represents consumers and corporate competitors who have been harmed due to a business' deceptive trade practices. The Indiana Court of Appeals affirmed. The Office of the District Attorney's Consumer Protection Unit prosecutes Unfair Business Practices. California law prohibits any type of unfair business practices in the state, including unlawful, unfair, and fraudulent business actions.