GameSeek email newsletter Pokemon UltraSun/UltraMoon 'Cheapest in the UK!'. Breaking some law?

Found 17th Nov 2017
GameSeeks newsletter today states their price for the new Pokemon games is 'Cheapest in the UK!'
This is not true by a considerable amount ~£6
Isn't that breaking some kind of false advertising law?
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Gameseek price on their website is £33.60.
Simplygames price is £27.99.
That's a considerable £5.61 difference. 16.7% or 1/6th
Edited by: "jco83" 17th Nov 2017
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