false advertising of special offers

responded to an advert for binoculars. pricecheck offer included a free Fenix torch as advertised. on querying the supplier of the binoculars, they said the torch was never included from their side. Subsequent calls & emails determined that this was also not on offer from PriceCheck. If not on offer, surely this is false advertising. Now they send me a lawyers letter.. lol - indicating to me that this is normal business practice and they do this ALL THE TIME Annoyed !!