evidence: Since Kenya became the first country to scrap VAT on sanitary pads and tampons in 2004, at least 17 countries have followed suit, according to research by Context. [...] Mainly in Europe, 17 countries have reduced the VAT on sanitary products, with Italy the latest to do so this year. The European Union last year revised a directive that previously only allowed member states to reduce VAT on sanitary products by 5%. The change means nations can now apply lower tax rates to some goods.