That's a good question.
To answer it, we'd have to state the "rule" as actual mathematical theorem. That would mean putting it in the form "If... then...". We'd have to bring everything out in the open instead of hiding it notation. For example, the notation suggests that v(x) is function of x and that v'(x) exists. But, stated as a theorem, more is required of v(x) than that..
It's an exercise just say what the equation [itex]\int u(v(x))v'(x)dx = \int u(v) dv[/itex] claims. If the left hand size is an antiderivative then it is a function of [itex]x[/itex]. The right hand size is a function of [itex]v[/itex].
Is the rule saying two functions are the same function? Suppose someone asked you "Are [itex]G(x) = sin^2(x)[/itex]and [itex]H(v) = v^2[/itex], the same function?" you'd probably say "No" or "Not necessarily" or "Not unless there is a definite relation between [itex]x[/itex] and [itex]v[/itex].
Suppose there is the relation [itex]v = sin(x)[/itex] and suppose the the two functions are the same function. What function is it? A real valued function of a real variable is a set of ordered pairs of real numbers. So does this "same" function contain the ordered pair [itex]( 1.2, sin^2(1.2))[/itex] or does it contain the ordered pair [itex](1.2, (1.2)^2)[/itex] ? It can't contain both. You can say "That depends on whether we're talking about [itex]x[/itex] or [itex]v[/itex] as the variable. But you can't reconcile that kind of terminology with the mathematical definition of a function.
In the Wikipedia , integration by substitution, as a mathematical theorem, deals with the equality of definite integrals., not with the equality of two functions.
http://en.wikipedia.org/wiki/Integration_by_substitution . The Wikipedia shows integration by substitution used as a "technique" for finding antiderivatives, but it doesn't state it as a theorem.
Examining rigorous basis for calculus techniques falls under the heading of "Analysis", so the people who frequent the "Topology And Analysis" section might be the experts on your question.