Steve,
It is quite possible that some manufacturer somewhere is making unfused plugs that are compatable with a BS1363 socket. Many people who are unfamilar with the reason for the fuse seem to think it's just an obcessive British safety regulation that has no purpose.
However, when an applience is used on a 32A ring circuit the fuse in the plug is an important fire protection device, protecting the cable.
Any plug made to BS1363 or IS401 (Irish equivilant) MUST contain a fuse.
I would suggest that you report the manufacturer to the relevant authorities, make the retailer aware of it and fit a rewirable plug with a fuse as that applience could be a fire hazard and should be recalled.
[This message has been edited by djk (edited 06-08-2004).]
