Axe the Reading Tax – The Publishers Association

Government Relations and Public Affairs, Campaigns and Advocacy, PR and Media Relations

The Challenge

We were hired by The Publishers Association to run a campaign to secure the removal of VAT on e-publications, which would bring it in line with printed publications.

Our Strategy

Our integrated media and public affairs campaign used a variety of creative and traditional tactics, including:

• A Parliamentary ‘drop in’ event leading to gaining 150 parliamentary supporters
• An open letter from 700 authors including Stephen Fry, Bernadine Evaristo, Cressida Cowell, Joanne Harris and Val McDermid which led national print and broadcast coverage
• Identifying parliamentary champions including Robert Halfon MP who led the campaign in Parliament
• Forming a wide coalition of supporters including the RNIB to highlight the impact of the tax on blind and visually impaired people.

The Result

In his first Budget in 2020, then Chancellor Rishi Sunak MP announced the removal of VAT from all e-publications.

 

“I am so grateful to Tendo for their tireless energy and enthusiasm working on the Axe the Reading Tax Campaign and their invaluable help building a coalition of supporters for an end to this unfair tax in the Commons.

“Tendo know how to build a coalition of support from the grassroots all the way to Westminster, using both modern digital media and state of the art networking and campaigning.”

Rt Hon Robert Halfon MP