This is great news. With a brief note on iTunes Connect's website, Apple informed developers that promo codes, the ones to redeem apps in the App Store, are now working worldwide:
Your promo code distribution is no longer limited to U.S. customers. Promo codes in iTunes Connect can now be redeemed by all App Store customers worldwide. Your Team Agent can request 50 codes per version of your app in iTunes Connect and your customers can redeem these codes in any App Store. To learn more about requesting promo codes in iTunes Connect, see the iTunes Connect Developer Guide.
Previously, promo codes only worked in the U.S. Store, forcing developers who were willing to gift apps to the press or users to make sure they had a U.S. iTunes account. Now promo codes are international. In the past we at MacStories indeed had a few headaches trying to explain you guys that, due to Apple's limitations, promo codes were only available for US customers.
It took Apple two years, but it's over. Really good news for users, developers and bloggers.