SARS targets new generation of taxpayers – influencers, gig workers

The South African Revenue Service (Sars) offices is seen in the image above.

The South African Revenue Service is intensifying its efforts to ensure tax compliance among a new generation of taxpayers: social media influencers and those in the gig economy. The revenue service is taking a proactive approach this tax season, with a focus on education and outreach to help these individuals understand and meet their tax obligations.

The move comes as the gig economy and influencer industry continue to grow, with traditional marketing budgets shifting from agencies to online personalities with large followings.

Tax expert Luncedo Mtwentwe, the Managing Director of Vantage Advisory, says a lack of compliance has historically been an issue, with artists often found to owe SARS millions in unpaid taxes.

“It is a wake-up call for all taxpayers in South Africa to truly understand the tax law in South Africa, or the basics thereof. You don’t have to become an expert. Just understand that when you generate income, what you need to do, how do you get your house in order? Because what you don’t want, you don’t want to build your brand to a point now you’re generating millions and millions of rand, whereas that foundation, that financial literacy, that tax literacy, you don’t have it enough. Therefore, you find yourself in a situation five years down the line, your house is crumbling,” says Mtwentwe.

Media Release: SARS clarifies issues around social influencers

SARS has noted information circulating in public regarding taxation of social influencers. SARS wishes to clarify its position with respect to this category… pic.twitter.com/AMuqhy0YY2

— SA Revenue Service (@sarstax) September 5, 2025