No. In general, the 2010 rule applies only to gift cards and to cards that are marketed as gift cards.
There are exceptions to the rule.
The CFPB's gift card rule does not apply to cards, codes, or other devices that are
useable solely for telephone services,
reloadable and not marketed or labeled as a gift card or gift certificate,
loyalty, award or promotional gift cards,
not marketed to the general public,
issued in paper form only, or
redeemable solely for admission to events.
Refer to 12 CFR 1005 Electronic Funds Transfer (Regulation E).