Both Muslims and RWers.
This may dissuade some Muslims from being war tourists or going off to kill the kaffir. It won't dissuade all of them, given how Islam is structured in terms of distributed and decentralized authority.
To portray this as the definitive response, instead of a contribution to a decent response, is to mistake part for whole.
We'll skip that ISIS has been around for well over a year, or what's been happening in Iraq has been going on since February. This isn't a response to IS, but to adverse publicity. If the imams and scholars involved were really concerned, this wouldn't have been dated late August 2014 but 2013 or before. This isn't to diss the contribution, it's to put it in context. They know that they have little authority with the men that are likely to leave and fight. Such fatawa tend to be absent until there's a PR problem that a fatwa would alleviate. As a contribution towards peace, or even to just stopping valiant Muslim warriors from fighting for the ummah and in defense of the khalifa, it's not a particularly strong one.
Even then it's worded as a betrayal of their society, not as something that is implicitly wrong. One must be at peace with the society that allows you the freedom to worship Allah and offers you protection, it's a kind of covenant; one must not undermine it unless directly commanded to do so. There is no obligation to fight for IS. While good in saying this isn't jihad, but an optional conflict, those who consider it jihad will dismiss this because jihad is obligatory. Moreover, the way that this betrays British society is a bit unclear.
It's rather like the archbishop of Canterbury issuing a ruling concerning GLBT rights in response to something that some Southern Baptist group is doing, and then our saying, "Gee, isn't Xianity great!" It's not like Southern Baptists are bound to abide by the archbishop's ruling or even notice it. It might say something about Xianity, were that possible, but since there is no one Xianity to say much about it would be a mistake. We know that about Xianity. Jubilation over this fatwa, making it more important than it is, would be based on lack of knowledge. Hardly something to celebrate.
Similarly, this says that Muslims don't all support ISIS. This might have some weight with some young men. It might have a greater affect on any zakat that might go to ISIS, but the timing isn't felicitous. Eidhul adha isn't not for a while, IIRC, and Ramadan's recently over.
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