FALSE

(NOT SINCERE) [adjective] [disapproving] - (of a person or their manner) dishonest or not sincerea false smile/laughI don't like her - she always seems very false.He has a rather false, affected voice and I just don't trust him.If you put on a false front, you do not act naturally because you want to deceive.False modesty is when a person pretends to have a low opinion of their own abilities or achievements.She claims that her new book lacks originality, but this is false modesty as she has spent years researching her subject.He shows great pride in his work and has no false modesty about his success.