There was a post from Amazon ( a "staff" member from Kansas) explaining how to borrow a book from a friend - I queried that as I didn't think you could do it on .co.uk. It seems it has disappeared in the last half an hour, hopefully they will realise that the 2 different Amazon sites have different facilities/policies/conditions. Of course, it may be just that I can't find the post as it is all very confusing and bitty (to me anyway!).
Strange when I click on the link in your initial post it still goes to the USA one extract below of bit not relevant to the UK
"may be withheld or permanently forfeited. Misconduct may also violate state and federal laws, including the Federal Trade Commission Act, and can lead to legal action and civil and criminal penalties."