Unlocking area code on Blue Ray DVD player

After trying to get into the LG site and just about asking me for all sorts of personal information (Probably to sell my details) I was still unable to find an answer. This is not my first Blue Ray DVD player and somehow on this player am unable to play legally bought DVD's. There is a code that can be put in to open the area code but am told that this is not allowed. Will not recommend LG to anyone in future.