Aim: This research aims to bring to light the negative effects of deceptive marketing on their consumers, especially on their loyalty and trust in the fashion industry of the UAE. The research objectives of this study are to analyze the effects of deceptive marketing and understand how consumer behavior is affected, especially consumer loyalty and trust. This project aims to analyze the evidence found in previous studies and connect their findings to the people of the UAE.Methodology: This research was conducted through a qualitative approach, focusing on opinionated responses and personal experiences. The interview was the selected method of collecting data from the respondents. Thematic analysis was applied to this research to better understand the responses and analyze any similarities between their answers. The respondents of this research are currently UAE residents and actively viewing advertisements from the fashion industry.Findings: Based on the information provided by 3 respondents, they clearly know how deceptive marketing can affect their consumer’s behavior. However, 2 of the remaining respondents implied that they are completely unaware of deceptive marketing. They understand that consumers should be given truthful information about the products they purchase, especially when they use that information to make decisions. The UAE is generally safe due to its strict laws, such as its consumer protection law, that prioritizes consumer safety. However, companies are still capable of tampering with their advertisements and creating small changes that are unnoticeable but will have a big impact on consumers.Implications/Novel Contribution: These findings imply the need to spread consumers’ awareness of the negative effects of deceptive marketing on their decisions. Consumers should never take any information at face value. Instead, they should research to verify the information they will utilize for decision-making. Further study should be developed on the role of deceptive marketing in the global fashion industry, including the company’s service quality and brand image; this will provide the most in-depth study based on deceptive marketing.