False Advertisement

So - I want to know if anyone else has experienced this. You need gas for your car. You notice that a Chevron station has the lowest price in town - if you can count $3.49 as the lowest price. You begin to fill your car with gas and notice that the price at the pump is not $3.49, but $3.5495. WHAT? I have heard that some gas stations advertise lower prices for paying cash, but there were no visible signs around saying so. Who do you report this to? Especially when you find out that this particular gas station (who will NOT remain nameless - Lee's Roundup Chevron in AF on State street) has been doing this for a few weeks now.