Freelance influencers in Belgium regularly receive free products from brands, such as clothing, make-up, gadgets or nutrition. These may be products you use yourself or items you use for content, promotions or collaborations.
But how do you correctly record these products in your accounts? The answer depends on the purpose of the product: are you using it privately or for your professional activity?
Products for personal use: what is and isn’t allowed? 🧐
Do you receive a product purely for yourself, for example a new lipstick or a gadget to test at home? Then this counts as private use:
- Do not include it in your accounts.
- No VAT deduction on these products.
- Tax treatment remains the same, even if you use the product during working hours.
Examples:
- You have received a perfume set and use it only at home ➡️ private.
- A gadget to test yourself without creating content about it ➡️ private.
- A box of chocolates that you eat only yourself during your working day ➡️ private.
In short: products solely for your own use are always private, regardless of the amount of hours you work on them.
Please note: If you receive these products in return for services you have provided yourself, this is considered a payment in kind and you must declare it as income.
Products for promotion or collaborations: how to record them? 🔢
Are you using a product for content, promotion or a collaboration? Then it counts as income in kind.
You should record the value of the product in your accounts.
For businesses subject to VAT: if the product is used for commercial purposes, this may affect your VAT declaration. Always record the value and purpose of use carefully.
Products you receive through a collaboration count as professional income.
Examples:
- A brand sends you a jumper worth €60.00 for an Instagram post ➡️ value of garment = income.
- Received a make-up set for a review video ➡️ value of set = income.
- Received a gadget for an unboxing video ➡️ value of gadget = income.
Stop filing documents (contracts, correspondence by email, agreements…) with brands in a folder. That way, you can always prove why you’ve recorded a product as professional income. Saves hassle later on!
Tips for careful bookkeeping 💡
To keep things clear and accurate:
- Document every product: note the brand, product name, value and purpose (private or promotional).
- Distinguish between private and professional use.
- Keep supporting documents: emails, agreements or invoices you have received.
- Use accounting software such as Dexxter, so you don’t have to lose sleep over calculating income in kind. Dexxter automatically helps you record the products correctly.
- Check the VAT rules: VAT may apply to promotional products, especially if you resell the product or use it in commercial content (only for businesses subject to VAT).
Common misconceptions ⚠️
Some influencers think that all free products can automatically be recorded as business expenses. This is not the case for sole proprietors. Only products used for professional purposes are taxable.
You sometimes read online that companies have other rules. In a company, as a business owner, you can grant certain benefits in kind, but these options do not apply to sole proprietors.
In summary
The following rules apply to Belgian self-employed influencers who are sole proprietors:
- Private use = do not record, no VAT.
- Professional use = record as income, document, apply the correct VAT rules.
- Always keep proof and make a clear distinction between private and professional use.
- Dexxter helps to process everything automatically and correctly.
By following these steps, your accounts remain clear and tax-compliant, helping you avoid surprises from the tax authorities.
