BA emailed me back and told me they were sorry, but I'd have to call BAEC directly. I'm going to guess it's because I'm based in Switzerland. This is tough currently being in Hawaii, as I'm asleep during the opening hours.

I think BA's quite behind the times when they can't handle this over web/email. And as Globaliser was able to do it, it seems that in the UK it's possible, or perhaps possible for someone with the right status?

But, it's not a big deal, as the TP I'm missing aren't going to give me lounge access or anything like that.