South Africa’s creator economy may look informal, but the taxman does not see it that way. The South African Revenue Service (SARS), the country’s taxman, is reminding influencers, YouTubers, podcasters, and other creators that money from brand deals is taxable, and so are many of the free phones, hotel stays, flights, and other perks they receive in exchange for content.

What happened? SARS has published new guidelines telling creators to declare income from sponsorships, affiliate marketing, advertising, subscriptions, and brand partnerships.

Declarable payment does not have to be cash only, according to the taxman. Products, travel, accommodation, vouchers, and other benefits digital creators receive can also count as income when provided in exchange for promotion.

For example, a creator paid R30,000 ($1,800) for a campaign, plus a R20,000 ($1,200) phone and R10,000 ($600) hotel stay, could have R60,000 ($3,600) in gross income to declare. 

Explain like I’m new here: This is not a new influencer tax. South Africa’s existing tax rules already cover income received in cash or in kind. SARS is spelling out how those rules apply to an industry where a creator can be paid without money ever hitting a bank account.

This is South Africa’s latest effort to formalise its creator economy, similar to ride-hailing—another gig economy. In January, the country’s digital technologies regulator said it was mulling plans for regulating podcasts; however, with its hands full, especially with the failed AI policy in April, which has since morphed into a contentious political affair, the regulator has seemingly relegated that plan to the back burner.

In SARS’ case for influencers, it wants to ensure there are no loopholes. The tax agency collected a record R2.01 trillion ($120.4 billion) in the 2025/26 financial year and is targeting R2.144 trillion ($128.4 billion) this year. Bringing more informal and digital income into the tax net is part of that wider compliance push. 

Creators may not contribute a huge share of that revenue, but SARS clearly does not want income earned through posts, brand deals or freebies slipping through simply because it does not look like a traditional salary or payment.

Between the lines: SARS now describes creators and influencers as “modern entrepreneurs.” That means creators may need to start thinking like small businesses: keep proper records, track what they receive, declare taxable income, and check whether provisional tax or VAT rules apply.

Our read here is that record-keeping could be the biggest headache for influencers. Cash payments are easy to track (and declare as tax), but creators may now have to put a value on free trips, hotel stays, and other perks they once treated as gifts. Clearer rules would be key here, as SARS seeks additional revenue from South Africa’s digital economy.