Yes it`s true but it`s really no big deal, you are charged that on the majority of things you buy in UK anyway. Over certain amount the same 20% is charged for purchases anywhere in the world unless you are lucky and it sneaks through. Ordered an alloy reel seat from Germany last week, normally they put the VAT on at their rate, this time just the reel seat cost and the carriage, no VAT from them HMRC will no doubt whack it on when it arrives.
I`ve imported and distributed from Italy for around 30 years. Until 31st December Italy charged the VAT which was 22%. Now they ship direct without charging the 22% but HMRC here will charge 20%. A slight gain but HMRC may also add duty which could be 2.5% or more and the slimy shit heads (based on purchases from USA) take the value of your order e.g. £80, add the carriage say £20 gives you £100, they then put their 20% VAT on so now £120 AND THEN the slimes add the duty so they tax you on the tax.
Edit: Just has occasion to order a single rod tip (roller) from USA, this could fit inside a matchbox or jiffy envelope but I know of old, as it is from Mudhole this single tip roller will come in a Fedex box the size of an old fashioned telephone directory, fools. As a result look at the carriage charge. Again no tax, HMRC will bump me for that based on the cost AND the stupid carriage charge, slimes. Shipping is dearer than the item. slimes them as well
Subtotal (1 item) $46.95
$24.95 Shipping
$0.00 Tax
$71.90 Total