Overview

• HMRC and specialist advisers say products, services or experiences provided in return for promotion are taxable income.
• Creators whose total from cash and the value of gifts exceeds the £1,000 trading allowance should register for Self Assessment, with an estimated 400,000 UK micro‑influencers potentially affected.
• The deadline to file online and pay any tax for the 2024–25 year is 31 January 2026.
• Late or missing returns can incur a £100 initial fine, daily penalties up to £900 after three months, and further charges at six and twelve months that can total about £1,600.
• Tax advisers recommend clear digital records of gifts and expenses, with higher earners preparing for Making Tax Digital quarterly updates from April 2026.