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You can use the word free if used properly.
You can Take Sponsor's Tour For free.
You can Join The Sponsor For free after giving them your email and maybe a credit card.
You just can't say the site is Free and then expect them to signup when they expected a free site as in a free site since free sites don't have join pages.
If they are clicking through to the join page but not joining it sounds like you are misleading the surfer and they aren't joining because they aren't getting when they expected after clicking on your link.
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