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The temporary summer VAT reduction for indoor play venues has ended, restoring the standard 20% tax rate. The Association of Indoor Play is now campaigning for permanent zero-rating, arguing it would lower costs for families. Their parliamentary petition is approaching the threshold for a government response.
Standard VAT rates have returned to indoor play venues across the UK following the expiration of a temporary summer tax reduction. The Association of Indoor Play (AIP) is now launching a campaign to make zero-rated VAT permanent for children’s admissions, arguing that the move would significantly lower costs for families. The organization’s Parliamentary petition is currently nearing 60% of the signatures required to trigger an official government response.
The Great British Summer Savings scheme temporarily reduced VAT on eligible indoor play admissions from 20% to 5% between 25 June and 1 September 2026. With the scheme’s conclusion, the standard 20% rate now applies again to admission tickets. The AIP, which represents hundreds of indoor play centers, contends that this temporary measure demonstrated the potential for VAT changes to translate into better value for families. According to an AIP survey, 84% of responding venues reported reducing prices in some form during the summer, while 67% stated they passed on all or part of the admission saving to customers.
The AIP provides a specific example to illustrate the potential impact of permanent zero-rating. An indoor play admission costing £12 including VAT at the standard rate could theoretically fall to £10 if the VAT saving were passed on in full. However, the organization clarifies that individual venues set their own prices, so a permanent zero-rating would not guarantee an automatic price drop for every ticket. The proposal specifically targets the VAT charged on qualifying admissions for children and accompanying adults.
The campaign is supported by research commissioned by the AIP from child development specialist Dr. Amanda Gummer and FUNdamentally Children. Their review of existing research found that indoor play venues support physical activity and help develop skills such as problem-solving, managing risk, and social development. The AIP argues that making these venues more affordable is critical for giving children access to active spaces, particularly when outdoor play is impractical due to weather conditions.
Impact on Family Outing Costs
The restoration of the 20% VAT rate means that the temporary relief families experienced during the summer has ended. For parents who rely on indoor play venues for rainy weekends or after-school activity, this represents a return to higher admission prices. The AIP’s campaign highlights the financial barrier that VAT creates for regular family outings. By seeking permanent zero-rating, the organization aims to make active play more accessible, particularly for families who cannot afford expensive leisure activities. The potential £2 saving per ticket on a £12 admission, as cited by the AIP, could make a tangible difference for households visiting these venues multiple times a month.
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Petition Progress and Research Findings
The AIP’s push for permanent zero-rating follows the successful implementation of the temporary summer cut. The organization estimates that making indoor play admissions zero-rated for VAT would have a gross annual cost of approximately £51 million, though it notes this figure is subject to validation with HMRC. The campaign is currently gathering support through a Parliamentary petition. Under the UK’s petitions system, reaching 10,000 signatures triggers a government response, while 100,000 signatures are required for a potential debate in Parliament. The petition is currently nearing 60% of the 10,000-signature threshold.
“This summer’s VAT reduction gave indoor play venues the opportunity to offer families better value, and our survey shows that many responding operators did exactly that.”
— Maria Cantarella, CEO of the Association of Indoor Play
Future of VAT Policy Remains Unclear
It is not yet clear whether the government will consider permanent zero-rating for indoor play admissions. The AIP’s estimate of a £51 million annual cost to the Treasury is subject to validation by HMRC, and no official government stance has been issued regarding the campaign. Additionally, while the AIP suggests potential price reductions, individual venue pricing strategies remain independent, meaning the actual consumer benefit of any future tax change is uncertain. The petition has not yet reached the 10,000-signature threshold required for a formal government response.
Petition Milestones and Potential Debate
The AIP aims to gather 10,000 signatures to force a government response to the petition. If the campaign gains further momentum and reaches 100,000 signatures, the issue could be considered for a debate in Parliament. The organization is proposing that zero-rating be implemented from 1 April 2027. Parents and supporters can currently view and sign the petition online. Until a policy change is enacted, standard VAT rates will continue to apply to indoor play admissions.
Key Questions
Did soft play prices go up after the summer?
Yes, the standard 20% VAT rate returned on 1 September 2026 after the temporary reduction to 5% ended. This means admission prices likely returned to pre-summer levels or higher, depending on individual venue pricing.
What is the Association of Indoor Play asking for?
The AIP is campaigning for children’s indoor play admissions to be permanently zero-rated for VAT. They argue this would make active play more affordable and accessible for families.
How much could VAT removal save parents?
The AIP estimates that removing VAT could reduce a £12 admission ticket to £10 if the saving is passed on in full. However, individual venues set their own prices, so savings may vary.
When could permanent zero-rating start?
The AIP is proposing that zero-rating begin from 1 April 2027. This depends on the government’s response to the petition and any subsequent policy decisions.
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