SARS has warned that influencers must declare all income, including gifts, trips and free products. Here’s what young creators in SA need to know about tax.
If you’re growing a following on TikTok, Instagram or YouTube and making money from it, the tax man is paying attention. And it’s not only about cash.
The South African Revenue Service (SARS) has made it clear that influencers must declare everything they earn from their work. That includes money, but also gifts, products, services and trips.
A free phone. A paid-for weekend away. Clothes sent by a brand. If you received it in exchange for promotion or content, SARS sees it as income.
In a statement aimed directly at social media creators, SARS confirmed that influencers are now formally recognised as part of its taxpayer system. In simple terms, that means creators are treated like small businesses or independent workers when it comes to tax.
SARS Commissioner Edward Kieswetter said the revenue service wants to help influencers understand what’s expected of them. “SARS is looking forward to working with this segment to provide clarity and certainty, but also to provide them with a seamless taxpayer experience.”
But the message also came with a warning. Declaring income is not optional.
Influencers are required to declare all earnings from brand deals, sponsored posts and affiliate work. It does not matter whether payment comes as cash or as goods and services.
Kieswetter said SARS is willing to assist creators who want to do the right thing.
“SARS is more than willing to assist honest taxpayers to comply with their tax obligations. I am reminding social influencers to uphold their end of the bargain.” – Edward Kieswetter
This position is based on existing tax law. Under the Income Tax Act, income does not have to land in your bank account to count. If you receive something of value because of work you did, it can be taxable.
For many young creators, this is a shift. Freebies have often been seen as perks, not pay. But tax experts say undeclared non-cash income has been common, and SARS is now focusing more closely on this part of the economy.
What Budget 2026 means for influencers
The 2026 National Budget did not introduce a new tax for influencers. Instead, it signalled a stronger focus on collecting tax already owed by individuals who make a living from doing influencer work for brands.
If you are operating not as an individual creator but as a registered creative business or agency doing influencer work for money, there is some relief. The compulsory VAT registration threshold has increased, meaning fewer small creative businesses are required to register for VAT. The compulsory VAT registration threshold has increased from R1 million to R2.3 million in annual turnover.
This means fewer small businesses are required to register for VAT. However, the basics still apply. If your total income, including the value of gifts and perks you receive for work, crosses the relevant tax thresholds, you are required to declare it and pay tax like any other business.
The takeaway is simple. If you’re earning from your content, SARS considers you a taxpayer. And if you’re getting paid in products or experiences instead of cash, that still counts.
