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well, the simple type of solution...could you use a parameter to signify US or UK.
The other might be if you can ask for the time zone the report is being run in. I don't know for sure, but time zones in the UK should be a whole lot closer to GMT than in the US. With this information, you could create a formula to convert the date/time to the proper display.
Just playing real quick, there is a Print Time Zone Special Field that you can use. The second value in the string is the offset from GMT (at least that is my guess).
HTH
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