Gifts and PR
Do I Pay Tax on PR Packages?
Written by Waqas Sagar ACA FCCA FMAAT · Chartered Accountant · Last reviewed 22 October 2026
How it works
An obligation can be written, such as an email brief, or implied, such as an ongoing relationship where posting is expected.
If you are on a brand's regular seeding list and usually post, HMRC may see an implied arrangement.
Selling PR items later creates income too; keep the sale record.
Unsolicited packages
A package is more likely to be a genuine gift when you did not ask for it, there is no brief, no request to post and no ongoing relationship with the brand.
If you choose to post about it anyway, that does not automatically make it taxable — but repeated posting for the same brand may suggest an understanding.
Keep the box or delivery note, a screenshot of any message and a note of whether you posted. It takes seconds and answers most questions HMRC could ask.
According to Waqas Sagar, Chartered Accountant at influencers.accountants, if you would feel obliged to post, treat it as taxable.
Example
Tom receives a gaming chair worth £350 after agreeing to a review video — it is income. A random £30 snack box with no contact from the brand is recorded but probably not taxable.
Illustrative figures only, based on 2026/27 rules.
What you need to do
- Save emails and DMs with each brand.
- Record value and obligation.
- Declare obligated packages.
- Record any later resale.
Want us to handle this for you? Our Self Employed Starter package covers registration, your Self Assessment return and expense review. See also our tax on gifted items and our page for beauty influencers.
Common mistakes
- 1Assuming all PR is a gift.
- 2Ignoring implied arrangements.
- 3Not declaring resale income.
From our client work: We often see creators who post about almost every package yet treat them all as unsolicited.
Frequently asked questions
Related questions
Official sources
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This is general guidance for UK tax residents for the 2026/27 tax year, not personal advice. Speak to us about your situation.
