Apple TV free 12 month subscription: where is it????

Just bought a new Apple TV, which was advertised as coming with free 12 month subscription. Open the app and it isn't there, only the free 7 day trial and payment per month option. This has happened to both my husband and myself a number of times. He bought two Apple products this year, both with an offer of free Apple TV for 12 months, and he can't seem to find it to activate either. It amounts to false advertising. and I see lots of other people have the same problem. Where is it????