I'd like to know what your views are on VAT. Most of my main competitors are displaying their prices without VAT included. This makes my products look 15% more then theirs and I'm sure I'm losing business through it. I've tried reporting the said companies as a policy violation but google doesn't seem to do anything about it. Should I start showing prices without VAT too? What do you do?
I would continue to report the abuse. Do it every week or so, eventually they will get the message. I wouldn't suggest changing your prices to be VAT free. Customers that visit your competitor will soon realise, and may even return back to the search page to visit your website. Including VAT in the price is honest, and personally I lose trust in that business if I discover at a later date that the prices are VAT exclusive.
I have left it so far but it's a bit soul destroying seeing them getting away with it. I'll continue with reporting them but if nothing happens in say two months I think I'll have to dance with the devil and drop the VAT.
Are these prices controlled by manufacturers? If so, report to them. If not, good luck. I've had very little success trying to deal the the Google Products team. If you have a Google Adwords team you could always forward to them and they will pass it along to the proper parties. Sometimes this helps get things accomplised a bit quicker.