SARS targets social media influencers in 2025
Social media influencers who fail to declare all their income and perks are about to face strict action from SARS. Here’s why…
The South African Revenue Service (SARS) is now targeting social media influencers for tax compliance.
Last week, SARS clarified that influencers cannot claim a ‘free pass’ simply because they didn’t realise they needed to declare their income or gratuities.
Platforms like Modash list more than 80,000 Instagram influencers in South Africa as of August 2025, though the true number is likely higher when including users on Instagram, TikTok, and YouTube.
Social media influencers typically earn income in a gray area, receiving cash, gifts, free travel, products, services, and other perks in exchange for publicity. However, SARS is closing in, and those days of tax-free benefits are coming to an end.
SOCIAL MEDIA INFLUENCERS IN CROSSHAIRS
The South African Revenue Service (SARS) insists that social media influencers must organise their tax affairs and declare all earnings. The tax authority clarified that all income, whether cash, products, services, or other perks, is fully taxable, and it will no longer tolerate undeclared earnings.
This announcement has sparked panic and outrage among influencers, many of whom are young and unaware of their tax obligations.
Beyond registering for a tax number, they say the rules around non-monetary benefits are confusing. Despite this, SARS recognises influencers as a distinct taxpayer group and is committed to enforcing their compliance.
SOMETHING FOR NOTHING
As such, the statement from SARS refers to the following measures for social media influencers: “When managing them, cases are handled on a case-by-case basis. The current income-tax brackets apply, even though some cases fall into the provisional taxpayer category. Full voluntary disclosure is critical. No matter how social media influencers are remunerated (products, services or travel) all are deemed as income and will be taxed accordingly.”
Likewise, SARS also clarified that social media influencers fall into the same bracket as sole proprietors or independent contractors. In this regard, SARS has prepared a series of videos to help social media influencers meet their obligations. And it will also provide seminars and webinars to educate them further and help provide a seamless taxpayer experience.