Deceptive promotions not only affect the consumer’s purchase behavior in the focus online shop, but also create a spillover effect, reducing the effectiveness of the normal promotion of the online shop. This paper analyzes the deceptive promotion type and promotion depth, exploring the impact of these two main features on deceptive promotion spillover effect. The study finds that there are differences in the impact of deceptive promotion types on spillover effects; deceptive promotion depth positively influences the strength of the spillover effect; social distance can moderate the spillover effect of type and depth of deceptive promotion on competitive online shops. From the perspective of psychological distance theory, this article reveals the conditions for the occurrence of deceptive promotion spillover effect, and provides a theoretical reference for prediction and management of deceptive promotions.