I also ask the customer service of Amazon UK. They are pretty sure the code is redeemed on PSN UK. But when i asked Prima Games, they said the code is redeemed on PSN US eventhough they sell it on Amazon UK.
I asked Prima on Facebook and they had this to say: Unfortunately, the UK version of the print guide does not include the Gold Hurly DLC. We are aware of the incorrect copy and we're working with Amazon to get that changed. Sorry for the confusion!
I know right! I ordered two that ended up being the "US" version of the guide, and they shipped before I could change it to the "UK" version (which I assumed was going to come with the UK/EU Gold Hurly, but apparently it comes with NOTHING). So now I'll have 4 copies and NO DLC! Thanks Prima!
I've just received my copy, from Book Depository, and found the same situation. I've just sent a message to the official Ni No Kuni page on Facebook asking if they know if the DLC will still work with the EU version, even if it's downloaded from the NA PSN store; I know DLC is usually locked to a specific game disc ID, but I also know some games have more than one disc ID and so the DLC can support multiple versions and suggested they might enable this if it's currently locked.
To be honest Gold Hurly is meant to be a pathetic familiar, I ordered the Hardback guide for quality instead of the Paperback. If the code works great but if not I dont mind. Also the code only gives you a Gold Hurly early, you can get one later in the game anyway if you really want it.