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-Turn on player
-Open tray
-Type 7-7-7-7 (4 times "7") on the remote control
-A menu appears on the TV screen, with the various regions (0-6). The current Region setting is highlighted (for me it was 2)
-Select Region 0
-Save setting by pressing the "setup" button on the remote
-Voila!

If you are unsuccesfull with the above code then it may be worth trying one of the resources below.

• JVC
• Panasonic
• Sony
• Kenwood
• LG
• Philips
• Pioneer
• Sanyo
• Technics
• Thomson
• Toshiba
• Yamaha