Mail order computer operations have been forced to introduce VAT inclusive pricing in their adverts by Trading Standards.
The off the page traders had ducked the price marking law for so long by claiming their adverts were directed at businesses. The Advertising Standards Authority's ruling that any advert seen by consumers must be VAT inclusive prompted the Trading Standards assault on advertisers.
Software Warehouse, Mr PC, Technomatic, Simply Computing, Time, and Tag Technology have listed VAT inclusive prices in adverts in the June issue of magazines like Personal Computer World.
Steve Bennett, MD of Software warehouse, said:
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