What Influencers and Content Creators Can Claim as Tax Deductions in Australia
- Mar 23
- 4 min read
If you are earning income as a content creator, influencer, or digital entrepreneur, the ATO expects you to treat it as a business. That means declaring all income and claiming only legitimate deductions.
This is where most creators get it wrong.
Too many rely on generic advice or assume everything they buy is deductible. It is not. The ATO is now actively reviewing influencer income, brand deals, and even gifted products.
This guide cuts through the noise and tells you exactly what you can and cannot claim.
Understanding the Golden Rule of Tax Deductions
Before claiming anything, you need to understand one simple principle:
If it is not directly related to earning your income, you cannot claim it.
This is where most influencer claims fall apart.
Just because something appears in your content does not automatically make it deductible.
Income You Must Declare
Before we even get to deductions, you must declare:
Brand deals and sponsorships
Ad revenue from YouTube, TikTok, or Twitch
Affiliate income
Subscription income, such as OnlyFans, Patreon, or Ko-fi
Gifts, free products, and PR packages (yes, even these)
If it has value and relates to your business, the ATO expects to see it in your return.
What Influencers and Creators Can Claim
1. Equipment and Technology
You can claim tools used to create content, including:
Cameras, lenses, lighting equipment
Microphones and audio gear
Laptops, phones, and tablets
Editing software subscriptions
If the asset is over the instant asset write-off threshold, it must be depreciated.
If you use it partly for personal use, you must apportion the claim.
2. Home Office Expenses
If you create content from home, you can claim:
Electricity and internet
A portion of rent or mortgage interest
Office furniture and equipment
The key is substantiation. You need records that show how you calculated your work-related use.
3. Internet and Phone
Most creators rely heavily on digital platforms.
You can claim a percentage of:
Mobile phone bills
Internet costs
You must split between personal and business use. A 100 percent claim will raise red flags unless you can justify it.
4. Marketing and Advertising
Growing your audience is a business activity.
You can claim:
Paid ads on Instagram, TikTok, YouTube
Website costs and hosting
SEO tools and email marketing software
These are generally fully deductible if used for your business.
5. Professional Services
You can claim fees for:
Accountants and tax agents
Legal advice
Business coaching related to your income stream
This is one of the most overlooked deductions, yet one of the safest.
6. Travel and Content Creation
Travel can be deductible, but only if there is a clear business purpose.
You may be able to claim:
Flights and accommodation
Transport costs
Location-related expenses
However, if the trip is primarily personal, you cannot claim the full cost. The ATO looks closely at influencer travel claims.
7. Education and Training
You can claim courses and training that directly relate to your current income.
Examples include:
Video editing courses
Social media marketing training
Platform-specific growth strategies
You cannot claim courses that are too general or unrelated.
What You Cannot Claim
This is where most influencers get caught out.
You generally cannot claim:
Everyday clothing, even if worn in content
Cosmetic procedures
Gym memberships unless directly tied to income in a very specific niche
Personal grooming such as hair and makeup for general content
Just because it appears on your platform does not make it deductible.
The Risk Around Gifted Products
This is a major focus area for the ATO.
If you receive:
Free clothing
Skincare or makeup
Electronics
Experiences or services
These can be treated as income at market value.
If you then use the item for business purposes, you may be able to claim a deduction. But it is not always a clean offset.
This is where proper structuring and advice matters.
Common Mistakes Creators Make
Not declaring gifted income
Claiming 100 percent of mixed-use assets
Claiming personal lifestyle expenses
Not registering for GST when required
Poor record keeping
These mistakes are exactly what trigger ATO reviews.
Why Getting It Right Matters in 2026
The ATO has made it clear that creators are under increased scrutiny.
Data matching now includes:
Platform income reporting
Bank account analysis
Third-party data from brands and agencies
If your numbers do not stack up, you will be contacted.
How to Protect Yourself
If you are serious about your content business, you should:
Keep clear records of income and expenses
Separate personal and business finances
Use accounting software like Xero
Get tailored tax advice
This is not just about saving tax. It is about avoiding penalties and audits.
Final Thoughts
Being a content creator is a business. The sooner you treat it that way, the better your tax position will be.
There are legitimate deductions available, but pushing the boundaries will cost you.
If you are unsure, do not guess. Get it reviewed properly.
Work With Specialists in Creator Tax
At Dolman Bateman, we work with influencers, OnlyFans creators, YouTubers, and digital entrepreneurs every day.
We understand how your income works, what you can claim, and where the risks are.
If you want clarity and confidence in your tax position, book a consultation with our team.