AWS SES CreateReceiptRule: Unavailable Operation

Trying to set up an AWS SES receipt-rule and get an error InvalidAction: Unavailable Operation?

<ErrorResponse xmlns="http://ses.amazonaws.com/doc/2010-12-01/">
    <Error>
        <Type>Sender</Type>
        <Code>InvalidAction</Code>
        <Message>Unavailable Operation</Message>
    </Error>
    <RequestId>xxx</RequestId>
</ErrorResponse>

Turns out this happens when trying to create a receipt-rule for email receiving in a region, which is not supported.

See: SES Supported Receiving regions