I am far from a free-speech absolutist, but yes, free speech means free from consequences. What else could it mean? Even the worst dictatorship can't stop you from speaking... the first time.
And not all consequences are legal. Human beings are social animals and consequences have always existed for violating common norms and taboos. Go into a synagogue and start handing out copies of Mein Kampf and see what happens.
What about if I lie about my product and you use it and it fails to deliver, or causes you direct harm? Should I be allowed to do that?