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SARS Demands Tax on Influencer Perks, Faces Creator Backlash

JOHANNESBURG — 11 September 2025

The South African Revenue Service (SARS) says social media influencers must declare all earnings—including gifts and travel perks—sparking criticism from creators.

SARS confirmed influencers are bound by tax laws. “SARS is looking forward to working with this segment to provide clarity and certainty,” Commissioner Edward Kieswetter said in a statement. (SARS media release)

Popular influencer Lasizwe Dambuza criticised the move. “Being an influencer is not as glamorous as people think. It’s actually very tough to navigate this world,” he told Sunday World. He highlighted inconsistent industry pricing: “you’d never ask to negotiate the price [of bread]. Yet, in this industry, our value is constantly questioned.” (Sunday World interview)

Dambuza explained hidden costs: “Sometimes you’re paying thousands for makeup, transport, or outfits just to attend an event for free. You’ll maybe get a goodie bag, but now even that is being seen as taxable. It’s [baffling].”

In a tweet, he clarified his position: “I want to be clear, I do pay tax. Mina I’ve always contributed and I believe in building this country.” He noted complexities with “blurred lines between paid work, gifting, trade exchanges, and delayed payments”. (Twitter/@lasizwe)

Dambuza urged dialogue: “Taxing influencers without understanding how we work risks punishing survival, not regulating success… Mina, I’d genuinely welcome a workshop or sit down with abo SARS.”

SARS reaffirmed its “voluntary compliance” approach, expecting taxpayers to honestly declare earnings. No further comment was provided about creator concerns. (SARS statement)