Annex I n. 20 does not prevent traders from using the word "free" when customers are required to buy other items (e.g. "buy one get one free" type of offers), provided their liability for all costs is made clear and:
(a) the quality or composition of the paid-for items has not been reduced and;
(b) the price of the paid-for items has not been inflated, to recover the cost of supplying the free item.
The key distinguishing feature of a conditional-purchase promotion is that the item described as "free" is genuinely separate from and additional to the item(s) that the customer is required to pay for.
A free offer can qualify as a conditional-purchase promotion in either (or both) of two ways: