I mean, as a European: have you visited the US and noticed that they don’t even include tax within the price (meaning you’ll pay more at checkout since that’s where it only appears)? It’s ridiculous, most countries include VAT within the price of their goods and services but. At least within the EU, VAT is included within the price making it final without any arithmetic.
The amount of pharmaceutical ads are crazy when I’ve visited the US, sometimes with bogus claims. Their ad campaigns for pretty much everything is over the top since they’re using aggressive tactics.
In Finland businesses that mainly target their sales to other businesses can list with VAT 0%.
In the consumer market tge VAT is mandatory.
I think it is similar in Germany. Businesses buying from each other don’t have to pay VAT (so they can mark it as 0%, but it isn’t misleading either, because they actually pay 0%), so that the vat is only paid by the end consumer.
But I am just writing this from memory, so I could be off. Feel free to correct me if I’m wrong
Exactly, something that isn’t even legal to advertise in EU, is aggressively advertised with misleading claims.