Hesse tax auditors complete 50 influencer audits in 2025 as NRW forms taskforce

Growing audit numbers

The Hessian Ministry of Finance reported that 17 audits in the "Influencer/Content Creators" category were completed in 2024, rising to 50 in 2025. An additional €1 million flowed into the tax coffers from these audits, while eight completed criminal tax proceedings added another €750,000. The ministry has trained audit staff since 2024 specifically for dealing with influencers, and about 90 auditors now lead such cases in their tax offices.

How influencers earn

Tax auditor Michael Bonin of the Limburg-Weilburg tax office, who enjoys the work, points to the large data volumes involved. He describes a TikToker who gets paid by the platform to keep people watching longer, for example by bathing in an ice hole.

I would never have thought that someone can earn more money with this than I do.

Influencer income comes from brand deals, affiliate marketing, and platform payments, often blurring the line between private life and commercial activity.

The taskforce in North Rhine-Westphalia

In 2025, NRW drew attention with a new "Influencer Taskforce" in its tax investigation unit. Stephanie Thien, the head of the unit, stated that it is not uncommon for an influencer to earn several ten-thousand euros per month without even having a tax number.

You can't explain to 'Jane Doe' why they can flaunt luxury online and get away with it on taxes.

The Hessian training concept has already been shared with other federal states on request.

Rules for a young industry

Hessian Finance Minister Alexander Lorz (CDU) stressed the need for a measured approach.

Precisely because the boundaries between personal presentation and commercial activity often blur, this requires an audit with a sense of proportion, clear rules, and more orientation.

The ministry also noted that for the still-young influencer industry, there is so far only a limited amount of specialist literature and case law.

Petfluencers and deductibles

The tax authorities are also confronting curious cases such as "petfluencers", pets that generate income. If a tax office recognizes a dog as a petfluencer, its costs can in individual cases be claimed as business expenses. The ministry says tax law must sometimes be fundamentally rethought for YouTubers and TikTokers.