It has been suggested that Hull are among those looking to offer a proven Championship goalscorer a step up into the Premier League this summer.
Leicester City have led the chase, with a £7.5million approach reported to have been knocked back.
An increased offer is said to be in the pipeline, while a number of others sides are said to be keeping a close eye on the situation.
Bruce concedes that he was among those considering a bid for Deeney in 2013, and again during the January window, but insists he has no intention of exploring that transfer avenue for a third time.
He said: "It's not true, I can say this time it's definitely not true.
"We enquired about Troy Deeney on deadline day last year.
"Before we signed Shane Long and Nikica Jelavic, we had a little nibble then, but that's all it was.
"This year, no, not interested."