I have the same problem. EA helpers (all 3) basically told me to speak to the retailer which is bunkem as the retailer can't do anything. I can't even remember if the game is used or new. As codes are free now there is absolutely no reason why EA can't supply you or me with a code. I honestly don't believe they have no codes available for us. I think they simply don't care enough about PS3 owners and (in my case at least) UK PS3 owners.
I am trying to do a work around myself and will let you know if I am successful.
Needless to say i am not happy with EA.