UK businesses are exempt from VAT in many types of B2C transactions with customers outside of the UK.
VAT exemptions apply to several services provided to non-UK customers, including advertising, financial services and consulting.
However, the VAT exemption did not apply to B2C services provided to customers in EU countries, in line with European regulations.
Upon the completion of the Brexit transition period, it stood to reason that HMRC could treat B2C services to customers in European countries identically with equivalent services provided to customers in non-European states.
However, given the uncertainty surrounding Brexit negotiations, nothing could be taken for granted.
Source vatglobal.com
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