If the card is provided to the customer for opening the account, and if the COST (not value) of the card to the bank exceeds $10, you should include it in a 1099-INT for the account at year end and report it as interest to the IRS.
If the gift is made based on something other than opening the account or adding to it (such as for starting a direct deposit or using a debit card), the IRS doesn't consider it interest, but you would include it on a 1099-MISC if the dollar amount, aggregated with similar gifts and other payments in the year amount to $600 or more.
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John S. Burnett
BankersOnline.com
Fighting for Compliance since 1976
Bankers' Threads User #8