Sorry Ste, but as far as I am aware thats not true - someone correct me if I'm wrong though!!
AFAIK Alderney is not in the EU. If you are purchasing online from outside the EU then your purchase may be eligible for VAT and duty.
As quoted from another website "If your online purchase costs more than €22 you will have to pay VAT. If your online purchase costs more than €150 you will have to pay VAT and Customs Duty. This will be collected by the company that delivers your parcel. The company usually have an administration charge. Methods of delivery and collection differ from company to company, so you should contact them directly for more information."
I know at least two people who have been burnt for VAT and duty ordering stuff from Jersey to Ireland. Alderney as part of the channel Islands would be the same??
Maybe I'm wrong, maybe you got lucky Ste - wouldn't mind knowing either way as Alderney Angling has some very good prices excluding VAT!!!!