Home / News / UK’s Marks & Spencer, WUKA lead campaign for VAT-free period pants

UK's Marks & Spencer, WUKA lead campaign for VAT-free period pants

25 Aug '23
2 min read
Pic: Marks & Spencer (M&S)/Wake Up Kick Ass (WUKA)
Pic: Marks & Spencer (M&S)/Wake Up Kick Ass (WUKA)


  • M&S and WUKA campaign 'Say Pants to the Tax' to make period pants free from VAT is gaining support from politicians, charities, and businesses.
  • M&S has pledged to pass the entire cost-saving to customers, reducing the price of a three-pack of period knickers from £20 to £16.
  • Sainsbury's, Mountain Warehouse, and Earthwise have also backed the campaign.
Since launching Say Pants to the Tax two weeks ago, Marks & Spencer (M&S) and Wake Up Kick Ass’ (WUKA) campaign to level the playing field on period products by making period pants free from VAT continues to gather the support of politicians, charities, and businesses. 

M&S has pledged to pass the entirety of the cost saving onto customers which means a three pack of period knickers that currently retail at £20 will have a new lower price of £16, M&S and WUKA said in a joint press release. 

Sainsbury’s and Mountain Warehouse are the latest to back the campaign, with both retailers committing to pass on the cost saving to customers if VAT is removed. Earthwise—a reusable period product business—has also put its name to the campaign.

M&S will now cover the cost of VAT from across its period pants range. Customers will see the new lower prices reflected at checkout in store and online. 

Since the campaign began, charities including Freedom4Girls, Wellbeing of Women, and Bloody Good Period have put their name to the letter, as well as MPs and peers across all parties; and retailers Tesco and Primark.

The UK government has now announced that it will be keeping the tax on period pants under review.

The government noted that “exclusions are designed to ensure that reliefs are properly targeted and that under existing rules period pants may already qualify for the zero rate”, but this is only if they are for use by girls under the age of 14 years old. This means the current rules ignore the majority of the population that need and use this product.

M&S and its partners plan to continue their Say Pants to the Tax campaign until the legislation is changed.

Fibre2Fashion News Desk (NB)

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