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legally how does this stand on the usual 'no purchase necessary' requirement of most competitions?

lawyers? is that something that they must do or just do for a specific reason?
From memory, "No purchase necessary" draws are free to enter so do not require licensing in UK.

As GW are an international game company, I imagine they have a gaming license for each country anyway to cover all the store opening competitions and other things they run form time to time.

Edit: GW just announced you do not need to buy anything.
 
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