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I am from the US.
And no, it's not a clear answer. From the UK Revenue and Customs office (there are hundreds of pages, here is just one exerpt):
If you are a non-EU supplier of broadcasting services you will be required to register and account for UK VAT if you supply services that are used and enjoyed in the UK by UK private individuals or non-business organisations (eg government departments).
If you are a non-EU supplier of electronically supplied services providing services to private individuals or non-business organisations in the EU, you will be required to register and account for EU VAT.
Electronically supplied services
If you supply electronically supplied services you will need to read the VAT Information Sheet Electronically supplied services: A guide to interpretation. It provides detailed guidance about the types of services affected by these new arrangements.
An electronically supplied service is likely to be dependent upon the Internet for its provision. However, it can also include other electronic networks used to provide digital content such as telecommunications (fixed or mobile), intranets and extranets, whether public or private. A common indicator of this type of service is that it will typically involve a high degree of automation, often with minimal human intervention.
The definition of electronically supplied services covers a wide variety of services such as:
* supply of websites or web-hosting services
* downloaded software (including updates of software)
* downloaded images, text or information, including making databases available
* digitised books or other electronic publications
* downloaded music, films or games
* electronic auctions or
* internet service packages.
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