The rise of influencers and content creators in the country has changed the rules of the game of digital marketing and the creative economy of the country, where according to recent studies, it is estimated that Mexico had more than 200 thousand active creators in 2024; Globally, influencer marketing reached $21.1 billion in 2023.
The irruption of the influencers on all types of platforms, with content that covers all the sectors that exist and that generates good results both for them and for the brands and companies that they advertise, of course, which at some point would attract the attention of the tax authority.
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Both the Treasury and the SAT itself are looking for a way to include all activities related to the influencers and digital marketing in tax collection; It was considered that it was only a matter of time before fiscal policies began to take into account all those who changed the rules of the marketing game and as an example, some of the reforms and proposals in both the Tax Reform and the Economic Package for 2026 plan to tighten the control of those who create content.
It is vitally important that all those who are dedicated to creating content, regardless of whether it is a hobby or hobby or it is already a primary activity, understand that they are obligated to contribute to public expenses in accordance with the law, in fact, the Federal Tax Code explicitly mentions that “individuals and legal entities are obliged to contribute to public expenses in accordance with the respective tax laws”; in a few words, Nobody is saved from paying taxes.
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Current tax obligations for content creators
All influencer who obtains income in Mexico must register in the Federal Taxpayer Registry As a natural person with business or professional activity, through the CFF, the tax authority requires having this record and, in turn, keeping it updated.
Among some new developments that the authority is looking for to further cover its tax collection coverage, in the case of influencers It is planned to force creators to register in the RFC and withhold taxes from the various digital platforms.
Another current obligation for creators is that those who provide services to brands, whether through advertising, sponsorships, mentions on social networks, They must issue, without exception, electronic invoices; The CFF, in its article 29, mentions that there is an obligation to issue digital tax receipts online for each act or service that generates income.
This means that a influencer You must issue a CFDI for your fees, product sales, mentions on social networks, participation in events; send them to the SAT and keep the corresponding accounting documentation.
In addition to the previous obligations, the ISR Law clearly mentions in Article 1 that all residents in Mexico must pay Income Tax, and this, of course, includes influencers that, regardless of the type of services they handle, their income is taxable for the payment of ISR, even if they obtain income from foreign platforms such as YouTube, Meta, X or collaborations with international companies.
Payment of Value Added Tax It is also an obligation for all content creators, almost all their services are subject to this tax and according to the VAT Law, 16% must be paid for the provision of independent services.
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The tax obligation of the influencers It is already a topic of public attention. In September 2025, YouTuber Miny Naranja generated controversy by complaining on social networks about having to pay taxes to the SAT; The creator explained that she was unaware of the obligation to invoice and declare income from sponsorships, collaborations and others, describing taxes as an “unexpected burden” for new creators.
Other organizations such as Prodecon, focused on taxpayer defense, offer free advice to content creators in order to raise awareness about paying taxes.
Additionally, initiatives have been presented in Congress to reform the Federal Consumer Protection Law and force all for-profit content creators to pay taxes, and although the above has not yet been approved, if approved, it would require that each influencer register and notify your activities before the SAT as a professional service and have the different platforms make withholdings directly from your payments; This legal project reveals the tendency to make the supervision of the creator economy even stricter.
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The main reasons for the control of creators
The economic importance of marketing influencers In Mexico it is reflected in recent figures, where according to Autorias Consulting, Mexico is already second place in Latin America in terms of number of active creators, representing a growth of 21% compared to the previous year.
Another study by IAB Mexico reports an impressive 87% growth in 2023 and with accelerated growth for the following years, where, in addition, advertising investment is also increasing: it is projected that in Mexico more than 300 million dollars will be invested per year in strategies for creators.
Any individual could analyze all the information around the economy of content creators, the growth of their industry and the rise that any activity has taken and they could make the conjecture that The SAT does not and will not want to be left out of the game, which is where large amounts of money are being concentrated.
In this context, it is crucial to raise awareness among creators: Getting regularized is not optional, it is mandatory. The rules are clear: start the RFC process with the SAT, maintain basic accounting, issue CFDI for each income and file returns. Proactivity has great advantages: it allows credit deductible expenses (equipment, training, advertising) and avoid fines, surcharges or costly audits
Therefore, it is of utmost importance that the influencers assume their tax responsibility, mainly because being a content creator does not exempt them from the obligations established in the law.
As digital entrepreneurs, they have the power to show the way and invite others to comply with their tax obligations, but even more importantly, through their communities, which sometimes have thousands or hundreds of thousands of followers, inspire the authorities to also make good use of the tax proceeds.
LCP and F. Sergio Alberto Morales Zaldivar is a member of the College of Public Accountants of Mexico, entrepreneur and speaker.
The opinions expressed are solely the responsibility of their authors and are completely independent of the position and editorial line of Forbes Mexico.
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