Unfortunately this is the case even if the application is set for worldwide distribution.
If you are a Nokia Store developer, use the only truly world-wide configuration for the application, which is:
- Set Distribution/Languages to "English", not to "English US" anything else. Other supported languages can be set as well
- Set Distribution/Countries to "Any country"
If you are a Nokia Store user, the only option is to find out the developer and complain.