Until January 1st 2015, within the EU the VAT on e-services (like telecommunications, radio & television broadcasting and electronic services) to consumers (and businesses without VAT number) is charged based on the location (EU country) of the seller.

Starting on January 1st 2015, the VAT on e-services to consumers within the EU must be calculated based on the end customer’s location (address on invoice).

See http://ec.europa.eu/taxation_customs/taxation/vat/traders/e-commerce/index_en.htm