Sports, media, books, culture and hospitality together against higher VAT

No higher VAT, you tax the whole country with it

A broad coalition from sports, media, books, culture and hospitality is rallying against the VAT increase. The new cabinet plans to increase the VAT rate for culture, media, accommodation, books and sports from 9% to 21% in 2026. The participating parties share the belief that this major burden increase will affect all Dutch citizens. Various organisations including NOC*NSF, the KNVB, Koninklijke Horeca Nederland, Kunsten '92, NDP Nieuwsmedia and Stichting Collectieve Propaganda van het Nederlandse Boek are very concerned and are therefore jointly launching a campaign against higher VAT.

The proposed increase in the VAT rate is inevitably going to lead to higher prices, putting pressure on the accessibility and affordability of sports, media, books, culture and hospitality for the public. It affects everyone in the Netherlands in their daily lives and in multiple areas. It is an extra burden on the precious free time, association life, curiosity and (mental) health of every Dutch person. From cheering on your favourite football team, the book you want to read, a visit to your favourite museum or to live music, listening to the brass band in the neighbourhood, a hotel stay in your own country, an hour's exercise at the neighbourhood gym, to the newspaper that keeps you informed about world events.

Joint action On Monday 3 June, on behalf of this broad coalition, a full-page newspaper advertisement will appear in every national and regional newspaper with the message: #nohigherbtw! You tax the whole of the Netherlands with it. The ad will appear in the Telegraaf, Algemeen Dagblad (including region), NRC, FD, Volkskrant, Trouw, Parool.

All parties are calling on their supporters, members and the general public to share the action en masse on social media. You can also participate by, for instance, buying one of the participating newspapers, cutting out the full-page ad and hanging it up. The public can take a selfie with the newspaper ad under the hashtag #geenhogerebtw and also share it on social media.

Participating parties of the campaign are: