PPA Blog

Changes to EU VAT rules: PPA Guidance

By PPA Staff

16 Jun 2021

PPA members are advised that the EU’s VAT rules on cross-border business-to-consumer (B2C) e-commerce activities will change from July 1 2021.

As part of the changes, the VAT exemption for the importation of goods with a value of €22 or less into EU member states will be removed, meaning all goods imported into the EU will be subject to VAT.

Although magazines are zero-rated for VAT purposes in the UK, most EU countries operate a reduced or full rate as there is no universal exemption.

If publishers and sellers do not take action it is likely that subscriptions will come into the EU after July 1 on a Delivered Duty Unpaid (DDU) basis – this would mean the customer pays VAT and administration fees in order for the purchase to be released to them.

Therefore, publishers need to prepare now for these changes, taking into account the additional costs and variable taxation points.

The PPA has produced a Guidance Document on the changes, which explains the new regime and possible courses of action publishers can take in greater detail. You can access the Guidance Document by clicking here.

For any further information or queries, please contact Amy Owens, Senior Public Affairs Executive.


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