This phrase is often used in legal settings where someone deceives others for personal gain. The company was charged with selling products by false pretences.
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Negative Connotation
'By false pretences' implies dishonesty and can suggest a lack of trustworthiness. They worried she was courting them under false pretences.
Pro Tip 3/3
Not Literal
The phrase can be used metaphorically to describe any situation involving deceit, not just legal or formal ones. He felt like his friend had invited him over on false pretences.