All the restrictions on formula promotion are not so much to promote bf or to penalise FFeeders, but 100% to stop the formula companies underhand practices. If they had not gone all out to make profit and wipe out bf in the 60s/70s they'd probably have a lot less rules in place.
As Princess28 said they thought nothing of giving away a certain amount of free samples to people, normally while still in hospital. The intention of this was to undermine breastfeeding initiation and increase their profits. The mothers might use the free formula and then be forced to keep buying it as they could no longer bf. In developing countries many babies died due to their families being unable to afford formula and watering it down, or because no fresh water was available for preparation.
Most of their advertising also directly undermined bf or had non-factual info about the formula. 'closest to breast milk' banned ad anyone?
As you can see today by FF being pretty much the norm in this country these techniques were extremely sucessful.
They are a bit more subtle now, but have already invented 'follow on milk' (totally unnecessary product) and toddler formula purely to allow them to continue advertising their brands on tv/in print. The fact that baby stage 1 milk has almost identical packaging to these other products is very deliberate.
Loyalty cards fall under 'promotion' so unfortunately no points allowed.
It is not meant to penalise or restrict the customer, but the manufacturer.
Feck, that was long! Sorry 
If I was buying formula I'd be pissed off at the inflated price due to massive marketing budget.....