The South African Revenue Service (SARS) has set social media abuzz after announcing that influencers must declare all earnings, including products, services, trips, and gifting.
In a statement, SARS clarified that content creators are not exempt from the country’s tax laws and are expected to meet their obligations like every other taxpayer.
SARS Commissioner Edward Kieswetter emphasized voluntary compliance, noting:
“SARS is looking forward to working with this segment to provide clarity and certainty, but also to provide them with a seamless taxpayer experience. We are 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.”
Lasizwe Speaks Out
While SARS views the move as a step toward structure, popular influencer Lasizwe Dambuza believes it risks being unfair to struggling creators. Speaking to Sunday World, he explained:
“Being an influencer is not as glamorous as people think. It’s tough to navigate this world, and even harder to reach a point where you can confidently invoice and charge for your work. Every single day, influencers are negotiated down… our value is constantly questioned.”
He also pointed out the hidden costs of the industry, from makeup and outfits to transport for unpaid appearances, stressing that goodie bags now being considered “taxable” is baffling.
On X (formerly Twitter), Lasizwe clarified that he does pay tax, but urged SARS to first understand the dynamics of the industry.
“This industry isn’t traditional. There are blurred lines between paid work, gifting, trade exchanges, and delayed payments. Taxing influencers without understanding how we work risks punishing survival, not regulating success.”
He further called for workshops and dialogue with SARS to design a fair, future-proof tax framework for the influencer economy.