Meghan Markle’s Affiliate Marketing Move Sparks Royal Controversy — But Is It Really So Different from What Influencers Do Every Day?

When Meghan Markle quietly launched her new personal Instagram account, as well as an Instagram shop featuring hand-picked lifestyle products, the headlines wrote themselves. Not because the Duchess of Sussex had decided to make her return to the influencer world — but because each of the fashion items featured a ShopMy affiliate link, potentially earning her a commission for every sale.

Cue the backlash.

Critics were quick to accuse Meghan of “monetising the monarchy,” suggesting that she was profiting from her royal title. Others felt the move blurred the lines between celebrity and commercialism in an uncomfortable way. But for those of us familiar with the inner workings of affiliate marketing, this wasn’t a scandal — it was a savvy business move.

So what’s really going on here? And why is this story stirring up such strong opinions?

What Meghan Did — And Why It’s Standard in Affiliate Circles

Let’s break down what actually happened.

Meghan’s new lifestyle brand, As Ever Official (formerly American Riviera Orchard), launched on Instagram in February with a soft-focus teaser video featuring elegant kitchens, fresh produce, and vintage-style homewares — think Goop meets Nancy Meyers. Alongside this, a ShopMy storefront appeared on Meghan’s personal account, curating products she’s worn or used, including $625 Ray-Bans, Chanel slingbacks, and Cartier jewellery.

Importantly, each product link used ShopMy, a well-established affiliate platform that pays commission to creators when their followers purchase items through their links. Meghan’s curated shop is no different from those run by thousands of fashion bloggers, influencers, and even mainstream media outlets.

She’s not selling anything directly. She’s not making people buy. She’s just using affiliate marketing — a tactic that has helped shape the modern creator economy.

Why the Royal Connection Makes It Controversial

The main sticking point for many isn’t what Meghan is doing — it’s who she is.

To critics, using her Duchess title while profiting from product recommendations feels like crossing a line. The British monarchy, even in 2025, remains steeped in tradition. Royals are expected to serve the public, not sell them $1,200 trench coats.

But Meghan and Harry officially stepped back from their royal duties in 2020. They’re private citizens now. And like any public figure with influence, they’re entitled to earn a living — especially one built around media, content, and brand partnerships.

It’s also worth noting that she’s not exactly hustling protein shakes on TikTok. The brand is carefully curated, the visuals are high-end, and the content is subtle. From a brand-building perspective, it’s classy — aspirational, even.

Still, it’s the royal connection that’s making headlines. If this same shop had launched under any other influencer’s name, it’s unlikely to have even made the news.

Affiliate Marketing in 2025: More Normal Than Ever

The real story here isn’t about Meghan. It’s about how affiliate marketing has gone mainstream.

Back in the early 2000s, affiliate marketing was a behind-the-scenes business model. You had to know how to code, build websites, and optimise for search. Today, it’s built into Instagram, YouTube, and even Amazon. The biggest content creators and celebrities — from Kim Kardashian to MrBeast — use affiliate links to monetise their reach.

Even traditional media outlets like BuzzFeed, The New York Times, and CNN now rely on affiliate revenue from “shopping guides” and “gift lists.” And it’s no coincidence that ShopMy — the platform Meghan used — is now one of the fastest-growing affiliate tools for lifestyle influencers.

For Gen Z and younger Millennials, it’s second nature. See a product, click a link, maybe buy it — and if your favourite creator earns a small commission, who cares?

What This Means for the Industry

In one sense, Meghan’s affiliate launch is a validation of how far the industry has come.

It shows that even the most high-profile figures see value in the affiliate model — not just as a side hustle, but as a foundational business strategy. And with her influence, she doesn’t need to rely on brand deals or third-party platforms. She is the brand.

But it also highlights the need for transparency and nuance in how we talk about affiliate marketing. When done well, it’s not a scam or a shortcut — it’s a performance-based business model that rewards influence, trust, and consistency.

Yes, Meghan will likely earn a commission. But only if people genuinely want what she’s recommending.

The Verdict?

If you’re in affiliate marketing, this is a watershed moment. When a former royal leans into affiliate commissions, it sends a message: this industry is no longer niche. It’s not just for side hustlers or YouTubers. It’s mainstream. It’s powerful. And it’s here to stay.

Meghan Markle isn’t breaking the rules. She’s playing a different game. And if the industry learns anything from this, it’s that trust, authenticity, and high-quality content still matter — even when royalty gets involved.

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