Here's a public service announcement for anyone shipping RPG zines/booklets to the UK as part of Zinequest.

If you mark the outside of the package with its contents, make sure it's marked as a book and not a game.

That's the summary; here's the long thread.

What happens when a parcel arrives?

Customs look at the label on the outside, which should have a clear description of the item (e.g. "printed booklet", "softcover small-form magazine") and its total value to the customer (which includes shipping and handling).

The UK has two applicable VAT rates for imports: 0%, which applies to books and a few other things, and 20%, which applies to basically everything else.

Import VAT is charged at that rate of the total value.

There is in theory no lower threshold at which VAT is charged.

From some countries, and for some goods, a customs duty is also due. If the total value is over £135, customs duty of 2.5% of total value is also applied. Again, this value includes shipping and handling.

Once the VAT and duty owed has been determined, the carrier who'll take it to the customer will usually pay the amount. The customer will get a note through the door saying they need to pay the VAT, the duty and a handling fee of about £8 (which usually exceeds VAT).

Once the customer has paid the VAT, duty and handling fee, they'll get their item.

This is why it's REALLY important to mark your exports as "printed books" or similar, because if you mark it "game books", it's liable for import VAT.

I don't think this is deceptive; I think it's pragmatic. Having checked the websites of major retailers, they do not charge VAT on the big name CRBs (they do on boxed sets, though).

If customs open and examine your package, they'll see a book. They won't know its a game book.

I need to stress this again: the handling fee is almost always well in excess of the VAT due.

I once ordered a collection game books to be delivered whose value was in excess of £100. I paid £32 in VAT and fees.

This is not what your customers want.

Customers can usually reclaim the VAT due, but not the handling fee (which is fair, because Royal Mail have done the labour of getting the book through customs). It's a bit of a hassle that involves writing a letter and cashing a cheque. This task might fall to you, the seller.

In conclusion, when importing zines to the UK:
DO:
Use a shipping label
Mark imports as "printed books" (commodity code 4901990000)
Include shipping and handling in import values
DON'T:
Write "roleplaying game book"
Hope it won't be examined
Assume there's a threshold

Lastly.

If you want to reduce your VAT liability when you import books to the UK, please get in touch with me. I know a bit about this now and I can help you.

To renege on an earlier promise, I can't help with EU imports. I understand how to do it from Britain, but I don't want to take on the risk.

You'll need to find someone on the ground in Europe. Spain or France are your best bet, because their VAT rate on books is low (4%).