register

You have to register your copy on the BSN:

https://social.bioware.com/redeem_code.php

And if you're on PC, on origin:

Menu Origin  ->Redeem product code

But don't forget to use the same email address on your BSN account, and on your origin/xbox/psn account

There hasn't BEEN a proper registration link available for ME-1 since the Legacy Forums closed down two years ago.