There are two english language versions of Rule 34 at Kobo. ISBN: 9780748116355 is available in the UK. So, there are two possibilities: a) WHSmith is linking to the US version instead of the UK version, or b) you are registered as a US (say) user on Kobo.
Unfortunately, Kobo's "unavailable internationally" page tells you nothing about which combination of ebook and user registration caused the problem. I suggest searching for 9780748116355 at Kobo, if it comes up and the price is in pounds, then (a) is likely. If it comes up as unavailable (or no search results), you have a country registration mismatch.
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