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More than 70,000 influencers will have to pay taxes

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The National Superintendence of Customs and Tax Administration (Sunat) reiterated that influencers must also declare their income and pay the corresponding taxes.

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According to a last report issued by the entity, it is specified that the income generated by the development of activities in its capacity as influencers are classified as third category income. Therefore, they must pay a rate of 29.5% for what they receive for their services.

It is worth mentioning that, according to a study by the Influencity agency, it was revealed that by 2020, there were around 73,000 influencers in Peru, which also included “micro-influencers”, those who have less than 50,000 followers on their social networks.


In this way, Raúl Odría, professor at ESAN Business Law, points out that this Sunat precision points to the fact that the more than 70,000 influencers also pay taxes.

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The expert points out that now those who make content on the various social networks such as Youtube, Instagram, Facebook, tiktok, onlyfansamong others, must declare their income.

In detail, Sunat points out that the payment will be taxed —whether in money or in kind (exchange)— for promoting a product or service through its social networks. In addition, the income they receive from the digital platforms themselves for the creation of content must also be declared.

Another payment that will be subject to being taxed is the one made by followers on social networks for obtaining advance access to certain content or specialized forums, such as Patreon, Onlyfans and YouTube.

Finally, the report of the state entity mentions that the payment made for “monetizing the channel or digital platform in which the aforementioned subjects interact with their followers must be declared, authorizing said platform to place advertising on its contents, since this requires influencers a minimum number of subscriptions and views of the aforementioned content, issuing them a check for earnings only when the sum is greater than a certain amount.

Odría indicates that, although the concepts are being specified, now the hard work on the part of Sunat will be to identify all the influencers who will have to pay their taxes, which will be the most complicated part of the regulation, since to date Only 200 people in this category have been identified out of the more than 70,000 influencers that have been detected.

Sunat pointed out that advance content payments should also be taxed. Photo: compositionLR/AFP

The data

Definition. For Sunat, an influencer with an obligation to render tax accounts is one who obtains payments from advertisers “for showing or promoting the goods and services subject to sponsorship on the channels, stories or audiovisual content.”

International experience to observe

Raúl Odría mentions that in Spain it was also established that influencers pay taxes in their country as if they were a company; however, this did not have a good response and caused several content creators to migrate to other countries where this digital market was not regulated.

Given this, the expert points out that the European country had to reduce rates to encourage influencers to pay the corresponding taxes.

Source: Larepublica

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