Influencer Marketing

What applies in Greece?

Influencer marketing has now become an important part of digital marketing. Influencers collaborate with businesses to promote products and services through Instagram, TikTok, YouTube, Facebook, and other social media platforms, usually receiving financial compensation or benefits in kind.

This activity is not simply a presence on social media. When there is systematic collaboration with businesses for the purpose of generating income, it may be considered a business activity.

Advertising Obligations

Under the current consumer protection framework, advertising through influencers is legal, provided that consumers can clearly identify the advertising nature of the post.

Therefore, when an influencer receives payment, a product, or another benefit in exchange for promoting a product or service, it must be clearly disclosed that the content is advertising. Concealing the commercial nature of the content may be considered an unfair commercial practice.

Tax Treatment

Under Law 4172/2013, income generated from systematic activities carried out for profit is treated as income from business activities.

Furthermore, when an influencer's activity is systematic and organised, obligations generally arise regarding business registration, the issuance of tax documents, and the maintenance of accounting records, in accordance with Law 4308/2014.

The method of taxation and VAT treatment also depend on the type of collaboration and whether the client is located in Greece, the European Union, or a third country.

Audits by the Independent Authority for Public Revenue (AADE)

The growth of influencer marketing has also led to increased interest from the tax authorities. The Independent Authority for Public Revenue (AADE) uses digital tools and available data to identify cases where business activities are being carried out and income has not been declared.

Conclusion

Influencer marketing has now become a professional and economic activity with specific legal and tax obligations. Proper advertising disclosure, the issuance of the necessary tax documents, and correct tax treatment are essential elements of a lawful and organised influencer business.