Credit report

I had an Asda mastercard till they swapped Santander for a different bank and when I applied for new card I was turned down because I didn't meet the credit criteria.
Sent for my report (which is not easy to understand) from Equifax and there is, as far as I can make out, nothing bad on it, just online enquiries re car insurance and history of old Asda card.
Could I have been turned down for paying on time?
I since got a mastercard from my bank which also ran a credit check.
What's the story?
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