Yeah, the EU's main interest in this is facilitating cross-border sales in the "single market". Countries can still levy whatever VAT they want on whatever item

Yeah, the EU's main interest in this is facilitating cross-border sales in the "single market". Countries can still levy whatever VAT they want on whatever items they want, but they are supposed to be moving towards a common set of terms and definitions for specifying it. The intent is that the UK can exempt books from VAT while Denmark charges 25% VAT on books, but both should at least agree on what constitutes a "book". I would think harmonizing what constitutes a "voucher" should also fall under the intent of the process.