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OK, I actually understand this one - Its because its a 'Sweepstake' and not a 'Lottery' - Lotteries are regulated, and sweepstakes are not. Hence it being a sweepstake.
To be legally a sweepstake, you must make a 'No Purchase Needed' option available - Although this option is usually somewhat hidden away, and can contain VERY specific terms, such as the EXACT SIZE of the card you have to send in, and the details you have to put on the card etc...
This means that if your card is half a centimeter bigger or smaller than it should be, or you haven't written something in a certain place etc (front or back) then you entry is invalid...
Check out the video I'm about to post for something very similar that should help explain it better than I can...
Skip to 2.04 for the part that applies to the 'Sweepstake'
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