That is not true at all. In all European countries that I can think of you get to see the whole price, including VAT so that, you know, you can actually tell how much the product is going to cost you. The composition of that price is then shown, often in smaller font. This is true of price stickers, receipts and invoices.
I do not find it the least bit misleading, and would be rather annoyed if a cashier told me to pay more money than the price sticker indicates.