SARS warns social media influencers: declare income, gifts or face tax action

JOHANNESBURG — 22 October 2025

South Africa’s tax authority told social media influencers they must register with SARS and declare all earnings, including free products and travel.

The South African Revenue Service (SARS) confirmed last week that influencers cannot avoid tax obligations by claiming ignorance. “All are deemed as income and will be taxed accordingly,” the agency stated.

SARS treats influencers like sole proprietors, meaning both cash payments and non-cash benefits like gifts or holidays are taxable. The rules apply regardless of whether influencers earn through Instagram, TikTok, or YouTube.

Digital analytics platform Modash recorded over 80,000 Instagram influencers locally this August, but the actual number is likely higher when including all platforms (Modash data).

Many young influencers reportedly feel confused about declaring non-monetary perks. SARS acknowledged the challenges but stressed mandatory compliance.

Provisional tax rates apply to influencers based on standard income brackets. SARS emphasised: “When managing them, cases are handled on a case-by-case basis… Full voluntary disclosure is critical.”

The revenue service is rolling out educational videos, seminars, and webinars to help influencers meet their obligations.