Originally Posted by
Granite64
The EU has laws that guarantee anyone (from the EU) receives the same treatment regardless of their (billing) address. e.g. as a UK card holder, you "must" be allowed to purchase from a DK site with a Dutch or German card at the exact same conditions as someone with a DK card.
This is simply not true: in DK, you usually pay additional when using a foreign card, be it a US or a NL credit card, try taking a taxi in Copenhagen and pay with plastic.
What the EU rule says is that airlines cannot make air fares available to only a few limited EU countries (like "fare can only be sold in Denmark").
UA fares from UK are filled in GBP and are available at the same GBP level in all EU countries, converted to currency of country of purchase. If UA wants to restricts POS=DK sales to DK cards (because they have less card processing fees for example) they have the right to do so, just like Danish supermarkets sometimes do.