A popular influencer has defended herself against online criticism of her lavish overseas holidays, after it emerged she had negotiated a six-figure reduction on an outstanding tax bill with the ATO.
Last week, Emmylou MacCarthy – who boasts more than 113,000 social media followers – jetted back to Melbourne from Europe after sharing glamorous snaps of shopping trips and sightseeing adventures.
But her picture-perfect holiday posts have sparked backlash on gossip forums, where critics make the argument that taxpayers effectively helped fund her overseas trip.
Publicly available ATO records show that, in December 2023, the mother of three owed about $161,318 in unpaid tax but ultimately repaid just $62,000 after reaching an agreement with the taxman.
While the former Studio 10 host’s arrangement with the ATO is entirely lawful, the situation has left a bitter taste for many already struggling with rising living costs.
‘Absolutely appalling,’ said one user on gossip site Tattle.
Emmylou MacCarthy has defended herself against criticism of her lavish overseas holidays, after it emerged she’d negotiated a six-figure reduction on an outstanding tax bill with the ATO
‘Every taxpayer should be up in arms about this and so should every person who has or ever will need help from the government.’
Hundreds of comments across the website, as well as on Facebook pages and from other influencers, echoed the same sentiment, with many venting their frustration.
‘I’m sure all the mums would like to not pay tax and go to Paris. But we pay tax because it’s our responsibility and because we have to work together to fund our roads and hospitals and other stuff,’ wrote travel influencer Evie on her ‘Mumpack Travel’ page.
‘If you can afford a trip to Paris, you can afford to pay your taxes. It’s not fair.’
The criticism played out for the entire week as MacCarthy continued to post glamorous travel photos while furious commenters picked apart each one.
However, in one of her videos posted last week in London, MacCarthy explained she had been invited on the trip by car company Omoda as a paid ambassador.
Omoda also invited MacCarthy, better known online as Emmylou Loves, to China in October last year.
She showed her followers around London’s shops, markets and stands outside Buckingham Palace before jetting off to Paris for a few days.
While MacCarthy’s London trip was an ambassador gig with car company Omoda likely footing most of the bill, other overseas holidays look to have been self-funded, prompting criticism
Still, online sleuths are convinced she would have spent some of her own money in the UK, even if the most significant costs were absorbed by the brand sponsor.
Further, they point out that she had previously travelled to America and Japan just months after the tax-restructuring plan was approved.
In April 2024, four months after paying her final $40,000 instalment to the ATO under the agreed restructure, MacCarthy jetted off to the US, visiting Vegas and California.
During one video posted at the time, she mentioned she was staying at the Park Plaza Hotel for $160 a night and claimed she paid for the accommodation herself, and took followers along to several tours, nights out and shopping trips.
However, during her 18-day trip she also tagged a paid partnership with Virgin Australia and said she had used her online points for flights.
In other videos posted online, MacCarthy said she self-funded her Japan trip in February 2025, which included Disneyland and was ‘expensive’.
She mentioned several hotels she stayed at, which had rooms ranging from $600 to $1,000 a night. She also said she ‘hired a private guide to navigate the city,’ which can set you back $700 for a day.
She also enjoyed a Fast and Furious car tour, which costs about $900; family passes for her and the kids to Disneyland; and the Capybara Café experience, costing $150.
MacCarthy also used Japan’s famous bullet train, which isn’t cheap, and claimed the family brought $5,000 in spending money.
As well as being an influencer and brand ambassador, MacCarthy is also the founder of skincare brand St.Saj and is a former partner in clothing brand Zoe Moss.
MacCarthy’s business arrangement with Zoe Moss isn’t entirely clear, and while she describes herself as an investor, online gossips have always suspected she was more the ‘face of’ the brand whose primary role was to promote it on her socials.
There is no public record of her selling her share in the company to pay her tax bill, despite what some Tattle forum users have speculated.
The St.Saj website ‘about us’ section calls her the ‘girl behind the glow,’ adding: ‘Founder Emmylou MacCarthy has walked the walk all her professional life.
‘She’s a beauty therapist and makeup artist who has worked with some of the world’s most prestigious brands as part of her media career. Now she’s ready to talk the talk.
‘In true Emmylou fashion she’s put together a team of dead-set skincare geniuses to bring her dream to life, resulting in the kind of skincare you’ll wanna tell your friends about.’
While the former Studio 10 host’s arrangement with the ATO is entirely lawful, the situation has left a bitter taste for many already struggling with rising living costs
After London, MacCarthy visited Paris (she is seen here in front of the Eiffel Tower)
Exactly why the ATO agreed to reduce MacCarthy’s debt remains unclear.
However, information published by the tax office outlines several circumstances where a tax debt can be reduced or settled for a lower amount.
For example, if a debt becomes large due to accumulated interest or penalties, taxpayers can request the ATO remit or waive those additional charges, particularly if they have a history of otherwise complying with their tax obligations.
In rare situations, the tax office may also agree to accept a lesser amount to finalise an undisputed debt.
The ATO says this can occur in circumstances where paying the full amount would cause serious financial hardship.
For example, if repaying a tax debt would leave someone unable to afford essentials such as food, accommodation or medical treatment, they may apply for a release from part or all of the debt.
In a statement to the Daily Mail, MacCarthy said she considers the tax troubles a life lesson and understands that people talking about her life comes with the territory.
‘On Friday I gave a keynote for International Women’s Day with Wyndham City where I spoke openly about my experience with tax debt and the lessons it taught me about financial literacy as a business owner,’ she said.
‘The matter you’re referring to was from 2023 and was resolved directly with the ATO in accordance with their processes.
‘It was an important learning curve and one I now speak about openly because I think it’s valuable for women in business to understand the realities of managing cash flow and finances.
‘I understand the curiosity that can come with the nature of this work.
‘Anonymous forums often don’t reflect the full context of the situation and are rarely the most reliable source.’
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