Greek Tax Agency enhances checking influencers on Instagram, TikTok and Facebook. Come to attention not just advertising moneybut also phones, clothes, trips, hotels and other “gifts” for publications.
The era when a free phone, a hotel room or a set of cosmetics could be called a “nice gift” is gradually ending. АΑΔΕ is strengthening control over influencers on Instagram, TikTok and Facebook, considering their public activity as a possible source of undeclared income.
The tax authorities come to the attention of advertising posts, stories, videos, competitions, promotional codes, brand marks and other signs of commercial cooperation. Not only obvious advertising is checked, where there is a mark ad or sponsoredbut also publications in which the advertising connection can be disguised as a “personal recommendation”.
Particular attention is paid to barter transactions. If a blogger receives a product or service not for money, but in exchange for a publication, this can still be considered a professional transaction with economic value. A telephone, clothes, cosmetics, a free trip, a hotel stay, a dinner at a restaurant or a treatment in a beauty salon may not be considered a gift, but rather payment for advertising.
As he writes Powergamethe IRS uses the digital footprint of influencers to compare publications, advertising integrations and reported income. Similarly, expansion of checks is reported Imerisia And Capital.
A post may be more important than a check
For the tax authorities, a publication on a social network can become not just a photo with a beautiful view, but indirect evidence of a commercial transaction. A hotel tag, branded clothing, a discount code, a series of stories from a restaurant or a video reviewing a new smartphone can show that the account is not only a personal blog, but also regular advertising activities.
We are not talking about a one-time gift from friends or a regular purchase with your own money. Problems arise when there are signs of systematic cooperation with companies, but the corresponding income or issued document is not visible in the tax data.
According to SKAIV ΑΑΔΕ There is already a special area of control over the activities of influencers. Tax authorities analyze public accounts, compare expenses and estimated income, and look for discrepancies between active advertising life and modest figures in declarations.
Free hotel, phone or dress also have a price
The main question for bloggers is no longer “did I receive money”, but “did I receive economic benefit in exchange for publishing.”
If a hotel offers a free stay for a series of stories and posts, this could be a barter advertising deal. If a store sends clothes with the condition of marking the brand, the situation looks similar. If a restaurant serves a blogger for free in exchange for a video or promotional code, the tax authorities may see this as payment for services not in money, but in goods or services.
From a professional perspective, the difference between €500 in a bank account and €500 worth of free accommodation is not that big. In both cases, the person received a benefit for promoting the business. It’s just that in the second version the money didn’t have time to get into the frame.
What responsibilities do influencers have?
If the activity on social networks is regular and generates income, it can be considered a business activity in Greece. This means registering, maintaining records, completing the necessary paperwork, transferring data to myDATA and meeting VAT and social security obligations where applicable.
Revenue may include sponsored posts, sponsored integrations, affiliate links, percentage of sales through promotional codes, video monetization, paid placements, and in-kind compensation.
The problem is that the market of influencers has long lived by the logic “it’s just a story.” But if there is a commercial agreement behind this story, the tax office no longer looks at it as entertainment, but as part of the business.
АΑΔΕ goes to Instagram
The Greek tax authorities are increasingly using public digital data. Posts, comments, company tags, links, hashtags, promotional codes, and frequency of collaborations can be source material for verification.
This does not mean that the tax office will automatically be able to prove a violation based on one photograph from the beach. But if luxury trips, expensive items and regular advertising publications contradict officially declared income, the inspector has a reason to dig deeper.
In 2025, the media were already reporting on audits of well-known influencers, who could receive up to €10,000 per advertising post with relatively modest reported income. Mega wrote about such checks.
The digital showcase has become a showcase for the tax authorities
The influencer retains the right to blog, receive gifts, advertise brands and make money from his audience. But the illusion that Instagram or TikTok exists somewhere outside the real economy is disappearing.
If a publication makes money or replaces money, it may be of interest to AΑΔΕ. And now the main risk for the blogger is not that subscribers won’t like it, but that the tax office will carefully list stories, bank statements and free vacations in Santorini next to it.
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