KUALA LUMPUR (Jan 20): Social media influencers in Malaysia must now declare income from digital activities — including content creation, promotions and brand collaborations — under new taxation guidelines issued by the Inland Revenue Board (IRB) effective Jan 14, 2026.

The guidelines, published on Jan 14, categorises influencer activities such as content production, participation in online or live events, and promotional engagements that generate revenue or benefits.

Among taxable income by influencers include direct payments from social media platforms, product ambassador fees, merchandise sales, royalties and paid appearances, according to the guidelines.

Non-monetary income such as gifts, discount vouchers, sponsored services or digital appreciation tokens with monetary value are also deemed taxable and must be declared if tied to influencer activities.

The IRB clarified that earnings from overseas platforms are taxable if the activities are conducted in or tied to Malaysia, even if payments are made from abroad.

The guidelines apply to both individual influencers — such as athletes, artists and content creators — as well as object-based influencers, such as animated characters or branded mascots with social media presence.

The directive provides illustrative examples of influencers earning from seminars, subscriptions, video views and foreign brand promotions to outline what constitutes assessable income.

Influencers are required to file income estimates (CP500), make advance tax instalments and maintain records for audit for a minimum of seven years, according to the guideline.

IRB categorises a social media influencer as anyone who influences others through digital platforms and earns income from such activities, either directly or in-kind, the guidelines showed.

The guidance was issued under Section 134A of the Income Tax Act 1967, giving the IRB director general discretion to revise or withdraw the guidelines.