Rapid deactivation of Rh/Ce0.8Zr0.2O2 catalysts during low temperature ethanol steam reforming was studied. A significant build-up of reaction intermediates, instead of carbon deposit, was observed at low reaction temperatures. This appears to be the cause of rapid catalyst deactivation. Co-feed experiments indicated that possible intermediate products acetone and ethylene caused more severe catalyst deactivation than other oxygenates such as acetic acid and acetaldehyde.