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Here is the page of BA eStore iTunes UK

iTunes UK

iTunes Store is the entertainment capital of your world. Imagine an entertainment superstore open 24 hours a day, 7 days a week. One that delivers anything you want, instantly. Shop the iTunes Store for music, TV shows, iPod games, audiobooks, free podcasts and more. And you can give as good as you get with iTunes gifts.
Rewards apply to all paid content.

Purchases of iTunes Gift Card are not eligible to earn rewards.

You cannot earn rewards for purchasing hardware through the iTunes program.

All In-App Purchases made in a 24-hour window in that same app will be eligible to earn rewards.

Your purchase will be shown in your account around 14 working days from the date of your purchase.

Effective 4 Aug 2014, iTunes will not entertain enquiry on untracked iTunes transactions.