Given that they can already determine the country of origin by the IP quite effectively, I don't see why they don't just hide the adverts for UK viewers. This is a good example of well-intentioned insanity.

I disagree on "quite effectively"; they don't let me see quite a lot of content from work because they think I'm not in the UK, even though I physically am a licence payer in London.

To add to the insanity though, I can't see this article either.