Tax Time for Creators

What You Need to Know About Paid and Gifted Opportunities in Australia

If you’re a content creator in Australia—whether you’re racking up paid brand deals or receiving gifted products in exchange for content—it’s important to understand your tax responsibilities. The ATO (Australian Taxation Office) now has clear guidelines on how influencer income (yes, including freebies) should be treated come tax time.

 Here’s a breakdown of what you need to know—and what you might be missing.

1. Paid Work = Taxable Income

This one’s straightforward: any cash payment you receive for creating content is considered assessable income and must be declared in your tax return.

This includes:

• Sponsored posts or videos

• Brand ambassador payments

• Freelance photography or content work

• Affiliate commissions

• Appearance or event fees

It doesn’t matter if it’s a one-off job or regular income—if you’re earning money, the ATO expects you to declare it.

2. Gifted Products = Also (Sometimes) Taxable

This is where it gets trickier. Under current ATO guidance, non-cash benefits—like products, experiences, or services received in exchange for promotional work—are considered assessable income if there’s a clear agreement or expectation of promotion.

In other words if a brand sends you a product and expects a post, story, or review in return, the value of that product counts as income.

So, if you’re gifted a $150 skincare bundle in exchange for an Instagram Reel—you technically need to include that $150 as income in your tax return.

What About Unsolicited Gifts?

If you receive a product with no agreement or expectation to post, this may not be considered assessable income—but tread carefully. If you end up posting content anyway, especially if it looks promotional, the ATO could interpret that as a transaction.

When in doubt keep a record of all gifts and clarify upfront whether a post is required or purely optional.

So What Should Creators Do?

Here are some best practices to stay tax-compliant:

• Keep detailed records of all payments, gifts, and collaborations

• Track the value of gifted items (use RRP or agreed value)

• Create invoices or agreements that clearly state the value of what’s received (even if it’s a gift)

• Register for an ABN if you’re earning over the hobby threshold

• Consider putting aside tax throughout the year to avoid bill shock later

Should You Be Registered as a Business?

If you’re earning regular income through your content, it may be worth:

• Registering for an ABN (Australian Business Number)

• Exploring GST obligations if you earn over the $75K threshold

• Treating your creator work like a sole trader business

This opens you up to possible deductions too—like your camera equipment, lighting, home office setup, or editing software.

Important Disclaimer

This blog is for general informational purposes only and does not constitute professional tax advice. We are not tax agents or accountants, and your individual circumstances may vary.

Always speak with a qualified accountant or registered tax professional to get advice tailored to your situation. For the latest updates, check the ATO website’s influencer marketing guidance.

Final Thoughts

Whether you’re being paid in dollars, skincare, cameras or hotel stays—if there’s an expectation to promote, it likely counts as income. The upside? Being professional and tax-compliant helps you stand out to brands and agencies—and sets you up for long-term success.