Strict oversight for social media influencers

With the rise in digital content production in recent years, social media influencers who report their earnings as informal have entered the radar of the Ministry of Treasury and Finance. In line with investigations covering the years 2017-2025, the Ministry has scrutinized the financial activities of influencers, identifying a tax base difference of 7.7 billion liras. Inconsistencies between bank account transactions and declared income stood out during the audits.

It was determined that many influencers who are not tax residents or who underreport their income have been receiving payments through accounts opened in the names of third parties. Audits have been further tightened to prevent tax losses through such methods.

Messages reminding 43 thousand social media influencers of their tax responsibilities were sent. Furthermore, the Ministry contacted 83 advertising agencies linked to 25 thousand influencers, initiating a broad information and monitoring process covering all actors in the sector. Discussions held with Turkey representatives of digital platforms also aimed to increase tax awareness in digital content production.

According to data shared by the Ministry, as of 2024, there are approximately 360 thousand accounts actively producing content in our country. It was announced that total advertising expenditures across Turkey have reached 250 billion liras, with 7 billion liras of this amount transferred to social media influencers. Major advertising budgets come from the fast-moving consumer goods, textile and fashion, retail, e-commerce, finance, and banking sectors.

The largest share of influencers' income belongs to advertising and sponsorship agreements. In addition, income generated from donations, gift transfers, product promotions, and paid subscriptions also holds a significant place. Throughout the Ministry's monitoring process, the goal is to prevent informal economic activities by comparing the income declared by influencers with their bank transactions.

News Source: 12punto