9.1 Introduction

In this chapter, I discuss the VAT treatment of promotional activities involving vouchers (voucher transactions).1 This chapter is the culmination of all previous chapters, combining the findings and conclusions and applying these to voucher transactions. I will start with a general description of the concept of ‘vouchers’. I will then detail the EU VAT treatment of voucher transactions under current law. I will make a distinction between vouchers that are covered by the EU VAT definition of ‘voucher’ from 1 January 2019 and other types of vouchers, whose VAT treatment is based on the application of provisions from the EU VAT Directive as well as CJEU case law. I will then determine whether this VAT treatment is in line with my research framework, and more particularly the purpose of EU VAT (taxing expenditure for local private consumption) and economic and commercial reality. Where the current VAT treatment deviates from the VAT treatment under desired or appropriate law, I will make recommendations on the VAT treatment of these transactions.