this card cannot be used with the itunes store...

I am using my ipad air and keep getting this message upon trying to download from the app store (even free) after I am prompted for my iTunes user name and password. I am asked to update my credit card info:

"this card cannot be used with the itunes store. please use another payment option"

Why is this happening? I have been using this card for years and yes, the expiration date is fine and my country is correct. All info is entered correctly

Thanks - Nexiv