Deceptive Advertising (misrepresentation of price or quality) of products has been rampant over the last 
decades. The increase in such activities is a growing concern for consumer protection agencies as they 
are subject to limited resources to monitor and prosecute the retailers who adopt deceptive advertising 
as a marketing strategy. This paper describes a prototype model that addresses the problem of 
deceptive advertising in the consumer marketplace. The simulation model integrates consumer 
purchasing behaviour, the behaviour of retailers who adopt and who do not adopt the deceptive 
advertising, and the behaviour of consumer protection agencies for law enforcement and compliance-
promotion strategies. The preliminary results of a few simulation scenarios are discussed.