Photo Paper Direct Ltd (Photo Paper Direct) said they did not believe their website was misleading. They said the majority of their customers were trade and so required VAT-free prices and that a significant number of their customers were overseas buyers who were not liable to pay VAT. They estimated that in the region of 70% of their customers were either VAT registered businesses or overseas customers who are exempt. They said that customers would be quoted the final price, inclusive of VAT, before they had to commit to payment, and so it was possible for customers to withdraw from purchasing the product. They also said the prices on the individual product pages were clearly marked as excluding VAT and so they did not believe their pricing was misleading. They said they had not received any complaints from customers about their pricing.