A lawsuit alleging some type of business tort is one way to hold a competitor liable for deceptive and unfair business practices. California's Unfair Competition Law (UCL) was established in order to prevent businesses from false advertising and fraudulent business practices.The. UCL generally prohibits any unlawful, unfair, or fraudulent business act or practice, as well as deceptive or misleading advertising. Bus. The UCL forbids "unlawful, unfair or fraudulent" conduct in connection with virtually any type of business activity. California has an unfair competition law that prohibits unfair, deceptive, or fraudulent business practices or misleading advertising. If you have these or any other concerns related to unfair business practices in California, call us at 408-550-1732. The Unfair Competition Law of California prohibits false advertising and illegal business practices. Attorney General submits this brief to assist the Court in construing the Unfair Competition Law (UCL), Business and. Please click on the links below for further information on franchise litigation: Purchase on Sale of Business. Engaged in unfair, unlawful, and deceptive business practices under the Consumers Legal Remedies Act.