Presumably Play will have already included VAT in that price then? They add it automatically for the UK so anything under £18 is without VAT, anything over has it included in the price.
I don't see any notices to that effect, so it seems unlikely, as others who collect VAT usually say so (e.g. Steam). Maybe it's done for UK folks only. But correct me if I'm wrong, maybe it's only displayed later in the checkout process.
Play.com has little reason to care whether customers from elsewhere defraud their local customs office, though. Very few will be caught, so they won't exactly lose many customers because of that.
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