Nowadays, the exercise of influencer becomes a real source of wealth. Indeed, the creation of content on social networks is such a lucrative activity that it is considered the goose that lays the golden eggs of modern times. Especially with the advent of new information and communication technologies (NTIC).
Indeed, the emergence of social networks has led brands to diversify their communication strategy in this market estimated at 10 billion dollars (2020) and 15 billion dollars in 2022. This is how we are witnessing the daily to the appearance of “new rich”, especially among young people, who have become overnight media stars sometimes even more famous than movie actors or artists and sportsmen in some countries thanks to this status of influencer. The latter, often solicited by brands and companies with the aim of promoting their products to consumers, benefits from an activity which certainly pays off, but which is far from real regulation, which has not escaped the public authorities of the States, who want to put an end to this “illegality”. Many states, particularly in Europe, have implemented laws concerning the placement of products and their promotion on social networks, particularly through influencers.
The latter are thus identified as professionals exercising a lucrative activity like other professions. Like many States that have resorted to the promulgation of legal texts in order to regulate this activity, particularly in terms of taxation, Morocco has not escaped it. Also at the dawn of 2022, the Moroccan Parliament has just approved a new provision setting rules aimed at putting an end to this profitable activity, estimated at around 100,000 dirhams net per month, if not much more. This is how the Tax Administration began to take an interest in the income of influencers and to do this the Directorate General of Taxes (DGI) set up, at the beginning of this year, a team of tax inspectors to investigate the likely incomes of these new-age rich, by examining the number of followers and subscribers on social networks such as Facebook, Instagram and YouTube. From now on, under penalty of being illegal vis-à-vis the tax authorities, the number of transactions carried out with customers must be indicated.
And even the many vloggers, bloggers and other Moroccan influencers who have opened accounts in tax havens abroad to hide their real income are not immune to the wrath of the tax administration. In short, the Moroccan tax authorities reserve the right to access all income, including international transfers and cash payments”. It is that in the Maghreb countries, the activity of influencers is starting to grow in view of their large number on social networks. Some do not hesitate to reveal the pot pocketed, which has not been without displeasing the public authorities to try to govern this activity and to get on the heels of these supposed opinion leaders. Often the quality/price ratio of the influencer’s service is below expectation and despite everything it remains quite interesting financially in view of the audience and the enthusiasm provoked which pays off big. It was definitely time, at least in Morocco, to establish a legal framework for this activity, in order to delimit its overflows and establish morality.