From the ASA
"The CAP Code requires that prices in ads include non-optional taxes, duties, fees and charges that apply to all or most buyers. This applies to all advertising and marketing materials, including websites and social media profiles.
Include the VAT when any prospective buyers will pay VAT
If both consumers and businesses are likely to see the ad, and are both able to buy the product(s), you’ll need to quote VAT-inclusive prices."
If you are only involved in business to business sales (ie trade only), you can show prices ex VAT but many (most?) of Pimlico Plumbers' customers are homeowners.
Ironically, on their pricing page, they claim
"Pimlico is the only London based plumbing and building services company that has a clear and transparent pricing system."
Which is clearly BS. Again, from the ASA
"Include a statement of the amount or rate of VAT payable when quoting VAT-exclusive prices
If you can quote VAT-exclusive prices, these still need to be prominently accompanied by the rate or amount of VAT, for example “ex VAT@20%”."
No where on the Pimlico Plumbers webpage does it mention what the rate of VAT is.
Excellent post.
