Influencers and Instagrammers, guilty in light of the law’s silence.

“Hello dear, today I am sharing today’s good plan with you…”, “Hello everyone, I have received X product from X brand…” “Hey fafounette, I tested for you…”. Phrases that we now hear in all corners of social networks and in particular Instagram, bastion of influencers… If, in addition to a beautiful face, you know how to create a dynamic around you and maintain a community of a few thousand followers ready to to shoot money, the world of glitter is yours! Influencer / Instagrammer is a job and it pays!

With the advent of social networks, marketers have sniffed out the potential of those who – by exposing themselves online – manage to mobilize thousands of users/consumers and thus give substance to this profession which, although “controversial”, supports sometimes luxurious, many people.

The business model is very simple: a story, a live, a photo in exchange for a number followed by several zeros, the number of which varies according to what the follower counter shows, among other things. The amounts can go from 500 dinars to 15,000, 20,000 dinars or even more for a fleeting story of thirty seconds. ROI is there and there are ways to measure it. True or fake followers, some don’t care as long as stocks are depleted in the wake of a publication. In the end, everyone finds their account. Brands sell their products and influencers line their pockets with almost a click, sometimes without concern for the taxman who, it seems, has much bigger fish to fry.

That’s what some people like to think, arguing that competition is getting tougher and in times of crisis, any means becomes good to maintain its place in a market where many eat at all the racks to supplement their ends of the day . continue to sell dreams to those who want them. After all, if some have managed to get out of unemployment and build a real empire, it is because they have been able to associate their names with the biggest brands in the local and international market, and they don’t pay taxes.

False! ” Admittedly, some have chosen to hire an agent to stay within the legality and the most total transparency, while others believe that they are safe from any scrutiny., says a local digital marketing consultant. ” Fortunately, the ones that are illegal can be counted on the fingers of one hand. Communications agencies, big brands and paying customerss enormous sums in influence marketing campaigns require systematic licensing before entering into an agreement with an influencer or content creator “, she explains to us. ” Small customers continue to deduct withholding tax in general. This implies that more influencers pay income tax, contrary to what people think “.

The problem arose in Morocco a few years ago. The tax authorities quickly found an answer. Those suspected of tax evasion are now in the crosshairs of a specialized brigade of tax collectors. ” What is happening in Morocco is another story. Tax authorities began to take an interest in influencers when some ended up attracting attention due to their luxurious lifestyles. The General Directorate of Taxes has also created a whole unit to track content creators in general and conduct tax investigations on the Internet as part of a strategy to combat tax evasion. “, specifies our interlocutor. ” Some – caught – have entered into agreements with the tax authorities or are in negotiations “, she adds.

It is the same for several French influencers who have gone into exile in the free zones of the United Arab Emirates, where they crumble under hundreds of thousands, even millions, of euros sheltered from the French tax authorities. The latter is working in collaboration with the German authorities to catch up with them.

In Tunisia, like several other countries, the law is silent on the legal status of influencers. Since these are not subject to a specific tax regime, their taxation will therefore depend on their integrity as citizens operating in a declarative tax system or on their legal status, if they have one.

Nadya Jennene

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