The key would be to have authorities implement that (very welcome) legislative intention - sadly the EU and its Member States are weak on enforcement from what I can tell.

Another option might be public procurement - which would see a VAT-free product option/brand placed on the market to provide a low cost alternative to consumers.

Truthfully - I struggle with the “how”. Doing a VAT rebate is burdensome and impracticable for citizens. Setting a price cap (ie current price minus VAT) would likely be challenged in court by producers. Likely need a lot of transparency & communication around what the price should be (ex-VAT)

It’s a shame, because in principle many of these campaigns are often very sensible. However the policy safeguards are key to prevent corporate profiteering.

Hey Tara - forgive my ignorance, but are any safeguards foreseen to ensure that the suncream brands don’t just pocket any VAT removal as additional margin?

Out of curiosity, how far back in time does one need to go to arrive at normal times? The Brexit mess kicked off nearly a decade ago…