VAT on MSN adcenter

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Im a touch confused by the VAT issues surrounding MSN adcenter - which is based in the US and doesn't charge VAT.

I hope someone can help me answer the following:
- As it is a supply made outside the UK do we apply the reverse charge rule and account for VAT as though we have supplied the service, in a similar way to adwords which is EU based?

Dave

[moredial]

VAT is an EU tax. If transactions are with outside the EU, then they do not get shown at all on the VAT return.

Just remember to add them back in if you use your VAT summary as the basis of your financial accounts.

[Travel Pixel]

just been reading this on HMRC website:

http://customs.hmrc.gov.uk/channelsP...ent#P422_33884

im confused...