Latest news with #Supermacs
Irish Times
05-08-2025
- Business
- Irish Times
Revenue lays down the tax rules for Ireland's army of influencers
At first glance, Donna Dunne appears to fit the standard 'influencer' mould. A popular fitness guru from Kilkenny, her no-nonsense fitness and diet advice, and candid glimpses into her private life – her most recent troubles document a break-in to her camper van on a family holiday in France – has amassed 24,400 followers on Instagram , and more than 22,000 likes on TikTok . But Dunne describes herself as an anti-influencer because she doesn't accept freebies, refuses to promote products, and only ever recalls being offered a €30 voucher from Supermac's which she promptly turned down – she is all about fitness after all, and scoffing a free burger doesn't quite fit the brand. So when Revenue finally published a long-awaited manual on Taxation of Income from Social Media and Promotional Activities last week, Dunne was oblivious. With a day job as a lecturer in exercise science at Carlow's South East Technological University (SETU), her social media presence was never about making money from sponsors or brands, but alerting followers to her online fitness membership plan, which costs from €25.99 per month. 'Legit, I haven't been offered PR stays in hotels or free dinners anywhere,' she said. 'The beautician up the road from me will every now and then tell me to come in for a facial or have a treatment at Christmas, but I always make sure I pay. I see so many influencers on the likes of Instagram and Facebook doing their hashtags left, right and centre for ads or brands or whatever, and all I can think is that these people must have agents because all I was ever offered was a €30 voucher for Supermac's, which I said 'no thanks' to.' READ MORE Dunne's relaxed reaction to the new Revenue booklet is because she has nothing to declare beyond her annual tax declarations for her sideline fitness business. 'I do my fitness stuff online because it keeps me feeling alive and forces me to get up every day and think of something positive to say to all my members,' she said. 'If you're getting paid €10,000 to do an ad, you should be registered as a limited company or a sole trader and that has to go on your books as income. That's what you must do. 'I think what's going to change now is that the gifts will stop coming and everything that happens now will be reported much more. I don't begrudge influencers for making a living, but there has to be transparency not just in what they earn but in what they are promoting.' While the tax obligations of influencers have been quite the talking point in recent years, Revenue's new and updated publication, along with an additional manual on VAT – spoiler alert, 'there are no special VAT rules for influencers' – is now irrefutable. Donna Dunne: 'I do my fitness stuff online because it keeps me feeling alive' Written in layman's terms with examples pertinent to the world of social media personalities, the manual is designed to leave influencers in no doubt about their tax obligations. In one example, the booklet reads: 'Emily, a fashion commentator, is attending a fashion show. She buys a new designer jacket to wear to the show because being well dressed is essential to the success of her online content. The cost of the jacket is not deductible in computing the profits from her trade.' It's the latest unwanted Revenue spotlight to shine on Ireland's budding community of influencers. In March, the tax authorities sent more than 450 tax compliance letters to social media influencers regarding undeclared income, gifts and services, sparking a flurry of calls to accountants from panicked social media personalities. Of course, some haven't helped themselves by underdeclaring their income, whether by misinterpreting their tax obligations or simply not being aware that a #gifted or #ad post can equate to #tax bill. Laura Ellen Ford: 'Once you get into a trade, you're into reporting obligations and annual filings' In March, Irish influencer and OnlyFans star Matthew Gilbert was named in a list of tax defaulters after reaching a settlement of more than €350,000 with Revenue towards the end of last year. 'Influencers have always been subject to tax on their income – in cash or kind – but because of a lack of tax literacy among the general public and among non-tax professionals, it may be that people who are influencing have genuinely not understood their obligations because it's very easy when people are paid cash,' said Laura Ellen Ford, a senior tax associate with Eversheds Sutherland. 'The big thing that a lot of people are struggling with is non-monetary compensation,' she said. [ Honest influencers: I have 'never made any money, ever' from online content Opens in new window ] 'Rightly or wrongly, there may have been this misconception that if Adare Manor or another hotel turns around and says, 'You can come and stay for two nights, you can go to the spa, and you or your partner can do a round of golf on our award-winning course, but you have to post 15 posts or 10 posts over the next two weeks talking about how great we are,' are you actually being paid for those posts? And the fact is yes, you are, but it's non-monetary compensation. 'The problem is a lot of people wouldn't have realised that monetary compensation has a value, and it's the value that you would pay for it and that's the amount you are supposed to be taxed on. 'Revenue has a very good example in the manual: that if you get sent out a product – and we've all seen it on social media where people are sent out a PR package – the tax treatment of that PR package depends on what the person receiving it does with it. 'Or let's say Chapter One turned around to a food blogger and said, 'We really like your material and we know you're trying to get into a more fine dining space, so come have dinner on us,' and then that person creates content on that. Whatever should have gone on that bill could very easily be taxable.' Ford said an interesting aspect of the new manual settles the argument around influencers as tradespeople. 'Once you get into a trade, you're into reporting obligations and annual filings,' she said. 'People assume, 'Oh, I have a job, so this [social media page] couldn't be a trade for me,' but no, you can have a job and have a trade. 'You're talking about tax obligations, annual filings, you might have to pay preliminary tax, and if I was to give anyone on social media advice, it would be to ask, 'Why are you doing this? How often are you doing this? Is this becoming a part-time job for you?' Because then I hope you're tax registered, because social media is now a trade for you.' Another long ambiguous 'perk' among more popular influencers has been the acceptance of car sponsorships. This, too, has now been clearly addressed. Alan Purcell: 'Ignorance is not an excuse' 'There's one very famous influencer at the moment and I saw her a few months ago publicising a motor dealership, and she had a big celebration of, 'Here's me driving away in my new car from this garage and make sure to give this dealership consideration if you're buying a new car etc.' And my first thought was: has she declared that?'' said Alan Purcell, a chartered accountant, chartered tax adviser and founder of CloudAccounts. 'There's a sizeable value on the use of a car for the year and Revenue's manual has specific examples. If influencer A has been given a car to promote a dealership, that needs to be declared for tax purposes. That could be expensive for some people. 'The cars will be a huge one because every Gaelic footballer or rugby player, it seems, has been given a brand ambassadorship and Revenue has specifically mentioned brand ambassadors in its manual. If you are one and driving a car for a year, there is a tax on that.' So how exactly will Revenue keep track of what is a relatively new income earning group on its books? There is no difference between an influencer and a plumber, an electrician, a hairdresser, an accountant or a journalist. You are a business, you earn income, you can adjust your allowable expenses, you can claim capital allowances if that counts, and if you have a profit at the end of the year, you pay your tax — Alan Purcell 'A Revenue officer sitting in the cafeteria during their lunch break and scrolling their Instagram could find about 50 influencers in five minutes if they really wanted to,' said Purcell. 'Influencers are not exactly subtle; what they do is very much flaunted in your face. They are good at their jobs, but I would like to see them paid properly. They are probably kind of taken advantage of, let's be honest. 'A lot of them are young, so if somebody says, 'Do you want a free night in a fancy resort with a spa treatment thrown in and a bottle of wine?' who is going to say no to that? But they don't realise that that could come back and cost them 52.1 per cent of the retail price of that package if they're at the highest rate of tax.' Ford said there are many avenues open to Revenue when determining who is fully tax compliant in the social media sphere. 'For the content producers who are on the likes of Patreon or OnlyFans, which facilitate payments, there's a thing called DAC7,' she said. 'It came out a few years ago and it's an EU law that's been transcribed into Irish law that basically says if you're on a platform selling goods and services, and that platform is facilitating your payment, those platforms are required to get your tax information from content producers and report that back to Revenue. They legally have to do it. 'If you're on OnlyFans or even the likes of Airbnb – any platform where you provide goods or a service and the platform facilitates your payment, and you're an Irish tax resident – then you are reported to Revenue on an annual basis anyway.' And that's not all. 'I don't want to say Revenue people are sitting on their phones scrolling social media searching for you, but if you're a media influencer and you're popping up in The Irish Times or on Ireland AM or for well-known brands on social media, Revenue are humans like the rest of us and are on social media as a matter of course and they will see your content,' she said. 'There seems to be this mental image that everyone in Revenue is an auld fella in their 60s and on typewriters, and that's just not the case. [ Social media influencer posted 'misleading' adverts on Instagram, regulator finds Opens in new window ] 'If your granny knows someone is on social media and making money from it, it's not unfair to assume that someone in Revenue knows who you are. If you're putting yourself out there and making a lot of sponsored content ... Ireland is a small country; it's safe to assume that someone from Revenue is following you.' Purcell agrees. 'The manual states there is no difference between an influencer and a plumber, an electrician, a hairdresser, an accountant or a journalist. You are a business, you earn income, you can adjust your allowable expenses, you can claim capital allowances if that counts, and if you have a profit at the end of the year, you pay your tax,' he said. 'Ignorance is not an excuse – and that's not just me saying it, it's Revenue's line, because you should be aware of your obligations and have spoken to an expert and know that the same rules apply to everybody.'
Extra.ie
18-06-2025
- Entertainment
- Extra.ie
'God bless Pat McDonagh' - First Supermacs lands in the UK
Supermacs has landed in the United Kingdom, leaving Irish fans who are living away from home, delighted with the tasty home comfort. Unfortunately, it isn't a permanent shop but there WAS a Supermac's food truck among other food and drink stalls at the Download Festival over the weekend. The British Music Festival took place from Wednesday, June 11 to Sunday, June 16 at Donnington Park, Leicestershire, with acts including the Vengaboys, Dougie Poynter, Panic at the Bingo and more entertaining the crowds. The British festival took place from Wednesday, June 11 to Sunday, June 16 at Donnington Park, Leicestershire. Pic: TRACEY WELCH/REX/Shutterstock The social media accounts for the festival say they are the UK's biggest rock and metal festival, and a quick look on social media showed plenty of Irish music fans travelling to Leicestershire for the annual event. While those going to the festival would have attended to see some of their favourite acts, the Irish contingent would have been delighted to see a familiar face in the shape of a bright red van. Beloved fast food restaurant Supermac's made the trip to the UK, and set up a food truck to nurse any hungover heads over the weekend. Supermacs owner Pat McDonagh. Festival attendee Blayne Hosey took to video-sharing app TikTok to share his reaction at the food establishment being in the UK. @blaynehosey Every Irish Guy at @Download Festival last week, when they spotted @supermacs #download #downloadfestival #dustload #supermacs #irishabroad #tacochips #derby #littlechippervan #fyp #foryou #treanding #f ♬ Dearg Doom – Horslips 'Tell me you're Irish without telling me you're Irish,' the video started with Blayne walking through the field and spying the Supermac's truck. 'It can't be, not here in the UK,' he says in disbelief, 'She's beautiful.' Fellow TikTok users took to the comments in agreement with Blayne, with one writing: 'God Bless you Pat McDonagh.' Another added: 'Next year, get me a Centra on site. Chicken fillet roll would solve any download hangover.' A third commented: 'Oh please I need Supermacs to actually come to the UK.'
Irish Daily Mirror
10-06-2025
- Entertainment
- Irish Daily Mirror
Supermacs 'goes global' as popular fast food giant set up at UK festival
Supermacs is set to go global as the Irish fast food giant is set to be a vendor at Download UK festival. Hordes of rock fans will get to sample the delights of Galway's popular fast food chain at Donington Park in Derby this weekend. The three-day festival, which is set to welcome more than 75,000 this weekend, will feature headliners Green Day, Sleep Token and Korn. Weezer, Bullet For My Valentine, Sex Pistols (featuring Frank Carter), McFly and The Darkness are also all set to play. Tickets are already on sale, available to buy on Ticketmaster here. Plenty of celebrities have previously opened up about their love for Supermacs. Nicola Coughlan earned herself a VIP gold card last month after plugging the brand while on her Bridgerton press tour. American star John C. Reilly was spotted eating Supermacs when he was in Ireland in 2023, while Paul Mescal also spoke about his love for the fast food chain. Mescal told Variety last year: "Supermac's is very Irish. It's like an Irish McDonald's. "The best Supermac's is in Galway. If anyone is heading out that way I'd recommend a chicken burger from Supermac's."
Irish Times
04-06-2025
- Health
- Irish Times
Irish people are talented at many things. But we have our shortcomings too
Ancestrally speaking, and just between us, there are things Irish people are and are not good at. Digesting dairy? We're very talented at it. Our lactose intolerance rate is under 5 per cent, which is way under the 65 per cent global average. That makes us almost superhumanly good at digesting butter, as well as exporting it. We can enjoy it without a roiling gut and an afternoon of debilitating cramps. Our ancestors equipped us to digest the foods around us, which is apparently largely dairy, and whatever the British weren't first having themselves. Knowing the secrets of everyone in the small town where we grew up? Nobody is better at that either. We are like a nation of grizzled but lovable private detectives. We all know Jimmy 'the wagon' (unfortunate and insensitive nickname – classically Irish) is off the wagon again when we see him sitting inside the window of the local Supermac's eating garlic cheese chips without a fork at half 11 in the morning. We are all familiar with the widely circulated rumour that Mary from down the road killed a man in a disagreement over scratch cards in 1984. Crucially, since they never found a body, she's still the school lollipop lady (we are all innocent until proven guilty). There are things Irish people are good at. Emigrating and then remaining very Irish in almost hermetically sealed cabals of their own despite being in Canada, or Australia , the Philippines, or wherever else. Alcohol consumption – unfortunately, we earned that reputation fair and square, and my numerous family members with drinking problems will readily attest to it as, I'm sure, will yours. READ MORE We have many gifts and talents. A penchant for the creative – art, literature and music. A sort of hardiness that comes of being largely cold and wet for hundreds of consecutive generations. (We might be genetically coded for immunity to trench foot.) A fitting and solemn respect for a dinner that is mostly carbohydrates as long as it has gravy on it. But we have shortcomings too. Many of these are not our fault, and I would argue strongly that one example is our poor ability to adapt to other climates. We have pollen in Ireland, of course, and the summer season is an absolute pain in the face (quite literally) for anyone with hay fever in a country richly carpeted in grass Living in Australia, I've seen more than one man red as a beet in a Mayo jersey, his boiled forehead audibly sizzling under the Australian sun as he declares it's 'actually unbelievable to feel the heat' on his face. 'My friend,' I think, 'the heat you are feeling is radiation scrambling your DNA. Get some factor 50 on or you'll be scraping your forehead skin up off the floor.' [ Hay fever and asthma sufferers face more severe symptoms due to agricultural fertilisers - study Opens in new window ] Those of Celtic heritage developed their skin tone, as I did, vaguely in the vicinity of Limerick, where sunlight is a thing we mostly read about in books and consider a rare and special treat, like having pancakes for dinner. It's all well and good for us to be going to California or Sydney or the UAE or wherever, but we would be foolish indeed to think that we don't need to take precautions to protect ourselves against a climate we are ill-equipped to survive in. We need sunscreen, ultraviolet protection factor (UPF) clothing and a decent hat or we will, quite simply, perish. Pollen is no different. We have pollen in Ireland, of course, and the summer season is an absolute pain in the face (quite literally) for anyone with hay fever in a country richly carpeted in grass. We would go to visit my great aunt who lived on Bere Island every summer when I was a child. Each year, just as I was taking in the verdant majesty of my favourite part of the country, my eyes would promptly swell shut. Because it was the 1990s, nobody thought to actually do anything much to assist a temporarily blinded seven-year-old with restricted airways. In fairness, my great aunt did say she'd pray for me, which was good of her. Unfortunately, in the depths of my youth and physical discomfort, this promise served only to convince me that I was dying. So look, I thought I 'knew' pollen. She has been my old nemesis, reeling drunkenly forth each year as spring slurs blowsily into being, and staying long past her welcome once September arrives, still swaying alone on the dance floor as people are stacking chairs in the background. 'The season is over, you relentless slattern,' I would think. 'Go to bed'. And, eventually, she would. My airways would clear and my eyeballs decrust, and there would be room to promptly catch a cold that you couldn't shake till April, like every other respectable Irish person. Still, somewhere out on the vast, mountainous horizon, there are plants desperately trying to have sexual intercourse with one another Then, I moved to Canberra, the hay fever capital of Australia, which does have a primary pollen season during the summer but also enjoys a rolling repertoire of other, less extreme pollen seasons through most of the year. You can actually see the pollen, rolling in mucky clouds, on a windy day. It furs window screens and sills, parked cars and public benches, giving everything it touches the look of something long neglected on Miss Havisham's diningroom table. It gathers in your hair and eyebrows, clinging to your clothes. You can see it running down the drain when you wash your face at night. It plagues people with asthma, who are advised to shower on arrival at home during the worst of the year, lest they keep repollinating themselves each time they move. [ The challenging art of pollen forecasting Opens in new window ] Now, it's autumn in Canberra, as the Irish climate warms up, and I somehow still have hay fever. The leaves are falling, limp and yellow, and my thermals are on and my feet are cold, and still, I am sneezing. Still, somewhere out on the vast, mountainous horizon, there are plants desperately trying to have sexual intercourse with one another. Possibly, there's some sort of lesson in all this, but I'm too congested to glean what it is. It does make me miss Limerick a bit, though, and its chaste plant-life that has the decency to die – or to play dead – once autumn shuffles in. Sign up to The Irish Times Abroad newsletter for Irish-connected people around the world. Here you'll find readers' stories of their lives overseas, plus news, business, sports, opinion, culture and lifestyle journalism relevant to Irish people around the world If you live overseas and would like to share your experience with Irish Times Abroad, you can use the form below, or email abroad@ with a little information about you and what you do. Thank you
Sunday World
27-05-2025
- Entertainment
- Sunday World
Nicola Coughlan shares her delight at receiving Supermacs gold card
The Galway native is now a certified VIP at the fast food chain Nicola Coughlan has shared her delight at receiving a Supermacs gold card. The actor shared a snap of the card, which has made her a certified VIP at the fast food chain. 'Few things that have happened to me in my life impress people more than this,' she captioned the picture. The card which is 'vaild for life' notes she is also known as Clare Devlin and Lady Whistledown – her characters in Derry Girls and Bridgerton. Nicola Coughlan's Supermacs gold card News in 90 Seconds - May 27th Coughlan also hails from Supermac's hometown of Galway. The starlet spent the weekend in Ireland, attending Fast Net Film Festival in West Cork. On Saturday, she appeared in conversation with director Lenny Abrahamson. Meanwhile, Barry Keoghan also attended the festival, appearing in conversation with casting director Maureen Hughes on Sunday. Kin stars Clare Dunne, Aidan Gillen, Maria Doyle Kennedy also appeared alongside creator Peter McKenna as they discussed the hit RTE show.
