Misleading advertising

A Muslim owned Cash & Carry merchant, who advertises weekly in the press, makes the following challenge / promise:
“WE WILL BEAT ANY ADVERTISED PRICE. WE DARE YOU TO COMPARE!”
However, on a number of occasions, when asked to match, not beat, a competitor’s advertised price, some of the following excuses were made:

1. We do not match / beat any advertised price of Dealer A

2. Dealer B specialises in small appliances – we do not

3. The price of an item advertised by Dealer C is below our
cost price – we cannot sell at a loss
. Is this type of false / misleading permissible?