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HMRC internal manual

VAT Registration

Special considerations for certain registrations: direct sellers: value of supplies

To protect the revenue and to avoid distortion of competition with taxable persons using ordinary retail outlets, we need to ensure that output tax is declared on the full price paid by the final customer.

Therefore, where a trader’s business involves ‘direct selling’ through unregistered principals, we have the power, under the VAT Act 1994, Schedule 6, paragraph 2, to issue a Notice of Direction to the trader directing that VAT be accounted for on the basis of the open market value of the goods on a sale by retail. Guidance as to whether valuation directions are appropriate is contained in V1-12 Valuation.