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Originally Posted by fjtorres
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That same link has a section titled "The effects of this are as follows:". It states that EU businesses supplying a business or consumer outside the EU will not charge VAT. The only exception is if that non-EU business or consumer "used & enjoyed" the service inside an EU country. So if Jon, living outside the EU, buys an ebook from an EU bookstore and he reads it outside the EU, he should not have to pay any VAT.