deceptive

Deceptive is an adjective describing something that is intended to mislead or that tends to mislead by concealment, misrepresentation, or ambiguity. It often carries a moral implication, suggesting ethical fault in the act or claim. Intent matters in many definitions, but in practice the label can apply to outcomes that are likely to mislead even if the perpetrator's true intent is uncertain.

Common contexts include advertising and marketing, where deceptive practices misstate product features or performance; consumer protection law targets such practices. Deceptive conduct also appears in areas like financial services, insurance, and online commerce. In politics or interpersonal communication, statements or signals may be described as deceptive when they distort facts or mislead an audience.

Legal definitions vary by jurisdiction. Many systems prohibit deceptive acts or practices, with penalties ranging from civil fines to criminal liability. The term is often paired with "misleading" and "false" and may appear in terms like deceptive trade practices or deceptive advertising. In ethics and psychology, deception is studied as a social phenomenon, and the assessment of deception considers intent, impact, and the ease with which a message can be misinterpreted.

Etymology: deceptive comes from late Latin deceptivus, from decipere "to deceive." Related terms include deceit, deception, misrepresentation, misleading, and fraudulent.