How can I jump to the App Store from a UIWebView link in my iPhone app?

Question

I want to take a user OUT of my app and into the App Store when they click on a link within a UIWebView in my app. But when I click on the link, nothing happens (sim AND device both). How can I jump to the App Store from a UIWebView link in my iPhone app?

BY THE WAY:
The link in my UIWebView html is as currently follows (minus the self-promotion)

<a href="http://itunes.apple.com/jp/app/someappname/someidnum?mt=8"&gt;Download Now</a>