WH Smiths have obviously employed IP Address look up because the error message occurs as soon as you click Checkout before you have entered any payment details.
The only way I think you can get around that is to use an anonymous proxy from the UK which is a lot of effort to buy an ebook. Too bad if you are a UK citizen on holidays overseas.
The restriction appears to be only some ebooks, the offending ones are published by Harper Collins so they may be the "bad guys" in the UK. I was able to purchase a Hachette title without problem.
Oh well. looks like Waterstones have gained a customer even though they are a little dearer than WH Smiths.
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