To include or not to include – VAT in stated prices

"On 27/02/2025, the Advertising Standards Authority (ASA) issued an update regarding To include or not to include – VAT in stated prices. The CAP Code requires that prices in ads include non-optional taxes, duties, fees and charges applying to all or most buyers. Best practice guidance suggests including VAT when both consumers and businesses are likely to see the ad and quoting VAT-exclusive prices clearly accompanied by the rate or amount of VAT payable."