Hi Yohaness,
Yes, Windows 10 build 10240 won't accept Windows 7 product keys.
The only way to make the free upgrade work is to upgrade from your activated Windows 7 system, and then boot into Windows 10, connect to Internet to have it activated, after that, you can have clean install available.
Help with upgrading to Windows 10
http://windows.microsoft.com/en-us/windows-10/help-upgrade-windows-10
Besides, if you would like to try Windows 10 insider preview 10565, then you can activate it with your Windows 7 product key, which is documented below:
Announcing Windows 10 Insider Preview Build 10565
Regards
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