They're moving in the right direction. Until now they didn't accept any countries outside of the US. Going from "none" to "some" is a big step towards "all".
I don't see why they can't go to all today. They probably ship products to more countries.
Lots of countries have regulations about competitions -- they generally come down to "unregulated lotteries are bad" but exactly what paperwork you need to prove that what you're doing is a legitimate competition and not just a lottery varies.