Platinum catalyst deactivation during aqueous alcohol oxidation is discussed, using the selective oxidation of methyl a- -glucopyranoside as an example. The most important causes of platinum deactivation are catalyst over-oxidation and catalyst poisoning. Deactivation by over-oxidation can be reversed by applying a redox-cycle, i.e. cyclic exposure to oxidative and reductive circumstances. A kinetic model for methyl a- -glucopyranoside oxidation, platinum deactivation, and reactivation, based on electrochemistry is presented and implemented into a three-phase stirred slurry reactor model, showing the advantages of applying redox cycles.