Morocco’s General Directorate of Taxes has mobilized regional and provincial inspection teams to notify dozens of social media influencers to regularize their tax status and justify undeclared income generated from online promotion and digital advertising activities, according to sources familiar with the process.
The move follows the detection of significant financial transactions linked to marketing services provided by influencers through digital platforms. These payments appeared in the tax filings of companies that hired them as declared marketing expenses.
Investigators relied on data collected by a specialized unit responsible for analyzing digital activities and financial records within the tax authority’s inspection directorate, allowing officials to identify influencers involved in commercial partnerships and estimate the scale of their online transactions.
According to the sources, some influencers were earning more than 100,000 dirhams per month from advertising partnerships and sponsored content, equivalent to annual revenues exceeding 1.2 million dirhams, placing them within a tax bracket subject to a 38 percent income tax rate.
Preliminary audits found that hundreds of influencers had not declared revenues received through bank transfers or postal payments over the past several years. Officials said some claim they were unaware of the procedures required to declare such earnings, while others appear to have deliberately avoided tax obligations.
The tax authority estimates that undeclared income identified so far may reach about 52 million dirhams over the past four years, with the final amount potentially higher as investigations continue.
The campaign follows the implementation of provisions in the previous finance law extending income tax to “other gains and profits,” including revenue generated from digital content creation and online commercial activity.
Authorities warned that continued failure to declare such income could result in financial penalties and enforcement measures.
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