SARS continues crackdown on social media influencers

The South African Revenue Service (SARS) said its crackdown on social media influencers is continuing in the background as the country’s digital sector pulls in big numbers.

This follows initial warnings by SARS in 2025 for content creators to declare their earnings amid a push for higher tax revenue.

The tax authority wants a piece of the pie, as brands are increasingly turning to influencer marketing as a cost-effective way to reach targeted audiences, boosting the size and visibility of the sector.

SARS Commissioner Edward Kieswetter again addressed the matter during a media briefing ahead of the Budget Speech in Cape Town on Wednesday.

In a statement in September, the revenue service justified the move as part of a bid to expand its taxpayer base.

At the time, it defined social influencers as modern entrepreneurs, who can be classified as sole proprietors or independent contractors and technologically savvy individuals who leverage their online following to create commercial opportunities.

In what the taxman has now described as a learning curve, Kieswetter said officials are still trying to zero in of the definition.

“We haven't hardened the definition yet of an influencer. We've also begun to profile social media influencers so that we can learn about that sector. And so increasingly, we are educating ourselves and raising the awareness, asking people to voluntarily register. We will in the next period become more definitive as to what do we mean when we say you're a social media influencer.”

In the meantime, SARS said it will continue to handle the matter on a case-by-case basis in line with current income tax brackets.

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