The New York City Consumer Protection Law prohibits DECEPTIVE TRADE. PRACTICES, meaning any claim or action having the potential to deceive consumers.Advertise products that are not available; Misrepresent items or services in any way. You must provide a copy of the misleading or deceptive advertisement. It is important that you attempt to resolve your complaint with the company before filing with the Division of Consumer Protection (DCP). You can file a claim for a deceptive practice or act under section 349 of the New York General Business Law. A well informed consumer is the best defense against fraud and deception. 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. In the mercurial media landscape, where is the line between "puffery" to promote a product and misleading speech?