In recent weeks, a storm has brewed in the digital creator community, spurred by the actions of the Honey browser extension, a tool that many once considered a handy ally. Imagine promoting a service that claims to help your audience save money, only to find out it’s siphoning off your hard-earned affiliate earnings instead! This has left many creators outraged—not just over lost income, but also over the long-term consequences for their brand partnerships. The outcry was ignited by YouTuber MegaLag’s eye-opening video essay on December 21, 2024, which revealed how Honey was cleverly swapping creators’ affiliate links with its own. The fallout has prompted lawsuits, public declarations, and a reassessment of trust within the very foundations of influencer marketing. As creators grapple with the fallout of this revelation, they face a haunting question: what does this mean for their future collaborations and earnings? The implications stretch beyond the immediate revenue losses, hinting at a seismic shift in how influencers will navigate partnerships in a fractured market. For a deep dive into this unfolding saga and its ramifications, LEARN MORE.

This story was originally published on Digiday, Modern Retail’s sibling publication.
Over the past two weeks, a growing cohort of digital creators has spoken out against the Honey browser extension for swapping creators’ affiliate marketing links with its own. Beyond their stolen affiliate revenue, however, creators are criticizing — and suing — Honey because they believe it has hurt their ability to sign future brand partnerships.