VAT: Not for me!
That’s the slogan used by a Dutch electronics retailer (“BTW: Weg ermee!”), and every time I hear it, I wince just a little.
Why? Three reasons. Let’s start with the obvious:
1. It’s misleading.
The average consumer hears “no VAT” and assumes they’re getting a 21% discount. That’s the standard VAT rate in the Netherlands, after all. So if the price of a TV is €1,000, the expectation is simple: “I’ll pay €790.”
Wrong.
What the retailer actually does is deduct the VAT-inclusive amount from the price. That means the discount is 17.36%, not 21%. In our example, the TV ends up costing €826. Still a decent saving, but not the deal people think they’re getting.
Because 21% of €1,000 isn’t €210—it’s 21/121 of €1,000. Tricky? Maybe. But misleading? Definitely.
2. It’s confusing.
The store still charges VAT. It can’t simply decide to skip it—it’s the law. The only thing that changes is the net price, and thus the VAT amount. But the slogan makes it sound like the entire supply is magically VAT-free.
Spoiler: it’s not.
3. It gives VAT a bad name.
And this might be the most irritating part. The slogan implies that VAT is something to get rid of. Something negative.
But come on—how can you say that about something so… fun?
Okay, maybe not fun for everyone. But for those of us who live and breathe VAT (yes, we exist), it’s fascinating. No other tax lets you peek into the inner workings of a business the way VAT does. It’s an x-ray of transaction flows, supply chains, and commercial logic. It’s detective work. It’s storytelling with invoices.
And let’s be honest—some of the court cases are downright hilarious.
So, no, I won’t stop you from buying a new TV, a sleek pair of glasses, or a luxurious bed. Enjoy the discounts. Compare the options. Treat yourself.
But ignore the big signs shouting “No VAT!”
You know better.
VAT is there.
Always.
Quietly watching.
And, dare I say… making life just a little more interesting.
