Hesse in tax focus: What influencers need to know now!

Hesse in tax focus: What influencers need to know now!

Nowadays, influencers are no longer just a trend, but a constantly growing professional group that is attracting a lot of attention. In Hesse alone, the tax offices are ready to target this scene. Loud Hesse show 75 auditors received special training to deal with the challenges of taxing influencers. These measures are to be understood as a response to a parliamentary question from the Green Party in the state parliament, which clearly points to the need for this clarification.

Entering the world of entrepreneurship as an influencer is incredibly easy. All you need is an email address to get started as an influencer. This low threshold could lead many who are interested in social media to take this route. Since the remuneration for influencers is usually considered income from business operations according to the Income Tax Act, the issue of taxation is becoming increasingly important.

Tax challenges for influencers

The tax authorities are concerned about the potential tax losses that could arise from unaccounted income. Therefore, an FAQ document was published by the BMF together with the highest tax authorities in July 2020 to give influencers an understanding of their tax obligations, such as Haufe reported. What is particularly interesting is the fact that the tax relevance of activities on platforms such as Instagram or TikTok depends on the intention to make a profit. Many influencers initially start as a hobby before becoming liable to tax as soon as certain exemption amounts are exceeded.

For 2025, the basic income tax allowance is 12,084 euros for individual assessments and 24,192 euros for joint assessments. If the income from influencer activities exceeds these amounts, tax obligations can arise more quickly than expected. Especially if the activity is classified as commercial, trade tax could even be due.

Support and information from the financial administration

In order to help influencers understand their tax obligations and act in a timely manner, the tax authorities of North Rhine-Westphalia have launched a central website. This platform, accessible at finanzamt.nrw.de/Influencer, offers a wealth of information and practical advice on tax-relevant topics, such as income from sponsorships, product placements and merchandise sales. This initiative is intended to help bring greater clarity and certainty to the industry, which is particularly important for newcomers, such as Financial administration NRW emphasized.

In addition to the practical information, it is also pointed out that influencers can save taxes, for example by communicating with the tax office in a timely manner and consulting a tax advisor. This is particularly true when founding a GmbH, which is subject to corporate tax of 15.825 percent.

The tax authorities' efforts to educate influencers about their tax obligations is a positive step towards a future in which this new professional group is not only recognized but also receives the support they need for a sustainable career.