You get the codes when you register the game at Square Enix' european site.
I registered back in July and had no idea you get something for it, until today I sorted out my old mails and found them!!!

Ps3 people had a higher chance of getting a FF14 beta key I think if they registered their game.
I'm so happy I have a 360 right now!!!

Btw, Panini releases the FF13 Novel "Final Fantasy XIII: Episode Zero" in germany on Feb. 15th 2011!!!

I don't know about other european countries, but there's always the english fan translation you can find on the internet.