And there is not real clear cut answer as it isn't in the same field.
Gaming laws apply to games and contests, a customer/user appreciation award is not considered gaming, gmabling or a contest.
It is no different than a company offerinig solid gold 10-year pins to it's employees. It's not agame or a contest, there is no prize, there is no chance of winning or not winning, it is the same as a service reward.
When you get your internet connection from Telus, as a new subscriber, you now get a piece of crap Dell notebook for free. Under your rules, anyone else that has been an existing subscriber for ten years would be able to get one too. It is not descrimination, it is simply a marketing draw to attract new business.
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