False advertising and refusal to abide by the contract

Woodford Car Hire falsely advertises that the rental amount includes insurance and that the client will only be liable for the insurance excess payment if there are damages to the vehicle, whilst they actually don't claim from their insurer at all and proceed hold the client liable for the actual damages to the vehicle. They insist that I will need to pay whatever amount they determine is required to repair the damages, which is directly in contradiction to the contract. When I explained that, as per the contract, I am only liable for the insurance excess payment and that they should provide me with documentation evidencing their insurance claim and the excess due to their insurer, their customer service agent confirmed telephonically that Woodford does not claim from their insurer and that they simply calculate the cost of the damages, which the client must then pay. They therefore falsely advertise that the rental includes insurance cover and then deal with damages as though there is no cover in place.