Dutch Live Entertainment sector campaigns against VAT increase

The Dutch live entertainment sector has teamed up with dozens of other groups to officially launch a campaign against plans to more than double the VAT rate. The Association of Event Makers (VVEM), Arts Association, and the Association of Theater and Concert Hall Directors are part of a broad coalition that includes representatives from sports, media, books, culture, and the catering industry. The KNVB national football association and the Eredivisie, the Netherlands’ top football league, have also joined the initiative. The #GeenHogereBtw campaign, which translates to "no higher VAT," opposes the Dutch cabinet’s plans to increase the VAT rate for culture, media, catering, books, and sports from 9% to 21% in 2026. This week, a full-page advertisement appeared in every national and regional newspaper on behalf of this broad coalition. Supporters are encouraged to participate by taking a selfie with the newspaper advertisement and sharing it on social media. The campaign stated, “The proposed increase in the VAT rate will inevitably lead to higher prices, putting pressure on the accessibility and affordability of sports, media, books, culture, and catering for the public.