Tax for Influencers in Sweden: PR Packages, Discount Codes and F-skatt (2026)
Short answer: In Sweden, products you keep, services you use and money from collaborations are taxable, including unsolicited PR packages. The value is the market value, meaning what you would have paid in a shop. Products you return are not taxed. Discount codes are taxed when you use them. Keep records for seven years and include the value in your tax declaration.
What is taxable?
Products you keep, whether or not you have a collaboration. That includes packages you never asked for.
Services you use, such as a trip, a treatment or a subscription.
Products you give away, sell, save or raffle. You still received them.
Money: fees, salary, commission and donations from followers.
Discount codes: the difference between what you pay and the market price, when you use the code.
Income from ad space, ad links and discount codes you promote.
What is not taxable?
Products you return or never collect.
Services you don't use.
Simple promotional items that the company also hands out to the public.
Loans: a product you borrow for a specific post and give back is usually not taxable, if the loan is for a limited period and isn't repeated. Describe how the product was used and keep the description.
How is a product valued?
At market value, meaning what you would have paid to buy it yourself. Not what it cost the brand. That value is added to your income and taxed as usual, for most people around 30 to 35 percent depending on the municipality.
Example: you get a PR package with a serum worth SEK 800 and keep it. You then include SEK 800 as income, and the tax comes to roughly SEK 240 to 280.
When do you have to declare?
You only need to file a declaration if your total income for the year is over SEK 25,041 for 2026, or SEK 24,872 for 2025. All income counts, including salary from other jobs and pension. The tax must be paid either way, but most people with a job are already above the threshold.
If the brand has reported the payment to Skatteverket, it is already in your declaration.
If nobody has reported it, you enter the amount yourself and state under other information who paid you and when.
Income that doesn't come from an assignment, such as donations from followers or ad links, is reported as hobby income on form T2.
F-skatt or not?
You don't need F-skatt (Swedish business tax registration) to receive PR packages. But it affects who does what:
Without F-skatt: if you get money, the brand withholds tax and pays employer contributions when the payment during the year is at least SEK 1,000. If you only get products, you pay the tax yourself through your declaration.
With F-skatt: you invoice, report the income in your business and pay your own tax and social fees.
Self-employment companies: some brands only work with creators who have F-skatt, so some creators invoice through an umbrella company.
If you run the activity without a profit motive or on a small scale, it is normally treated as a hobby. If you make a surplus, you may need to pay social fees.
Deductions and records
Deductions: you may deduct direct extra costs for your assignments, but not private living costs such as internet or mobile subscriptions.
Keep records for seven years: agreements, a list of products and services you received and their value, and receipts for your expenses.
A simple way is a spreadsheet with date, brand, product, market value and whether you kept it or sent it back.
Don't forget labelling
Tax and ad labelling go together. If you receive products as part of a collaboration, it counts as compensation, and the post must be clearly labelled as advertising. Read the ad labelling guide and how to get PR packages.
Frequently asked questions
Do I have to pay tax on PR packages I didn't ask for?
Yes, if you keep the products. If you send them back or never collect them, they aren't taxed.
How do I declare PR packages?
If the brand reported the value, it is in your declaration. Otherwise you enter the amount yourself and state under other information who you received it from and when.
Do I need F-skatt?
No. Without F-skatt you pay tax on products yourself through your declaration, and the brand handles tax if you are paid money. Some brands prefer creators with F-skatt.
What about discount codes?
A personal discount code is taxed when you use it. The taxable amount is the difference between the market price and what you paid.
Can I make deductions?
Yes, for direct extra costs of your assignments. Private costs such as internet and mobile can't be deducted.
How long should I keep records?
For at least seven years.
This guide summarises Skatteverket's information as of October 2026 and is not tax advice. Contact Skatteverket if you are unsure about your situation.
Sources (in Swedish)