It should be in a little white paper envelope with tabbed edges that you rip off. Once you've ripped them off, open it up and it will have your access key prinyed inside.
On the front of the paper envelope it has in big letters "Guild Wars Security Card. This secure card contains your serial code"
Well that is how mine looked over here in Blighty.
If you don't have similar then take it back to the point of purchase and demand a sealed replacement copy, then open it there and then to check.
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