How Irish influencers make money — and what their responsibilities are for gifts, tax and more

From gifted restaurant meals to luxury stays, influencers face growing scrutiny over disclosure, advertising rules and tax obligations

Social media has shifted from a place to share and experience life to a place for influencers, advertising, and monetisation. Picture: iStock

What were once celebrities have become influencers. This makes social media platforms harder to navigate, especially when those who highlight products or services lack transparency around independence and brands are reticent to reveal collaborations because disclosure can affect their reputations.

The 2025 Veracity Index, published by Ipsos in November 2025, lists nurses and engineers as the occupations trusted by over 90% of people. According to the index, politicians are trusted by a mere 9% in comparison, and social media influencers rank even lower at just 6%.