For the wrong ball play or the missing tee play, the verbal deception takes place before the snap and tries to fool the defense by indicating that the snap is not immanent and that is deception is prohibited by rule. Once the ball is snapped, there is no ban on deceptive moves, actions or words.
The ban on the words before the snap is based solely on pretending the snap is not immanent. If a QB was somehow yelling to his receives before the snap that he was going to pass the ball and then ran after the snap, there would also be no foul.
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