If they creator doesn't provide you with a working key/gift of the game you're supposed to mark it as "not received."
That's what giveaway feedback is for. :P
EDIT: And no, you won't get flagged for not activating for making not received. You'd get flagged if you mark it as "received" but never activated it.
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Not sure if ignoring it and marking as not received will get me flagged as not activating a gift.
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