untrue.

Pre-ordering from an online store (box and download) and SQUARE ENIX Boutique * (Boxed version only) (PAL)
When purchasing from an online store such as Amazon or ordering a boxed version from the SQUARE ENIX Boutique, a pre-order code will be emailed to you **.
* SQUARE ENIX Boutique is the Square Enix online store in France.
**Dispatch dates for emails may differ by country and retailer.

unless you meant places like gamestop or such:

Pre-ordering from a physical store (PAL)
When pre-ordering a boxed version of the game from a physical store such as Game or Micromania, you will receive your pre-order code printed on a leaflet. Please save this code as you will need to input this into the special FFXIV: Heavensward Pre-Order Site. (Instructions to follow below.)

I assume the confusion was about PS3 version, which is Download only in EU (or CE from SE stores).