The mid-market UK tabloid, Daily Mail recently had a typically strident headline "Hotel giants accused of misleading online customers by hiding VAT charge". The paper cites an investigation by Which? magazine which found that of "24 hotel
chains used by its readers, 11 included properties that did not initially
show the tax – which adds 20 per cent to the cost of a room – to those booking online.Trading
standards experts have warned hotels not displaying VAT that they are
potentially breaching consumer protection regulations".