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I went through this with YouTube and TikTok ads plus creator payouts, and what helped was splitting “what I do” vs “what they do” and then mapping that to VAT rules in my country.
For me it shook out like this: I’m providing a content/service to my audience or brands. TikTok is providing me an electronic advertising/platform service, both when they run my ads and when they pay me, because they’re the intermediary taking a cut and controlling the delivery. My accountant had to treat TikTok like Facebook/Google Ads: cross‑border B2B digital service, usually reverse charge VAT if your business is VAT registered.
What I ended up doing was pulling the actual invoices and payout statements from TikTok and matching the wording against our tax office examples for “electronically supplied services.” That settled it. I’d do the same, and maybe compare with how Meta Ads and Google Ads are treated locally. I used Debitoor and Wave to track invoices, and Pulse for Reddit just helped me spot other creators in my niche talking about similar tax setups so I could pressure‑test what my accountant was saying.
