Sorry to revive an old thread, but I was planning to make an itunes purchase through the estore to keep my miles active. I noticed the following unclear message on their site:

Special Terms: Customer rewards can only be earned for first time purchases at the iTunes Store. Customer rewards are available only on e-mailable and printable iTunes Gift Certificates, and plastic iTunes Gift Cards.

Does the first sentence mean a first-time purchase through the BA e-store or a first time iTunes purchase ever? The second sentence is also unclear. What other type of gift card/certificate is there? If anyone can tell me what's worked for them I'd appreciate it.