Honey, a PayPal-owned browser extension, is popular among online shoppers. It saves you money by automatically applying coupon codes at checkout. Endorsed by mega influencers like MrBeast, Linus Tech Tips, Austin Evans, and MKBHD, it seems like a legit extension. And it does what it says.
However, a recent YouTube exposé by MegaLag reveals that honey may not be as sweet as it seems. In fact, the investigation paints it as a masterclass in deception, costing creators and consumers millions while benefiting PayPal’s bottom line.
How Honey “saves” money
On the surface, Honey appears harmless, even helpful. It claims to scour the internet for coupon codes, applying the best ones automatically at checkout. However, according to MegaLag, Honey often ignores better deals elsewhere, prioritising discounts from partnered retailers. Even worse, the tool reportedly replaces affiliate links clicked by consumers with its own tracking IDs. By doing so, it claims commissions meant for influencers who drove the sale in the first place.
For example, if you watched a tech review on YouTube, clicked an influencer’s affiliate link, and used Honey during checkout, the extension could erase the original affiliate cookie and pocket the commission. MegaLag tested this theory himself, losing a $35 commission on a NordVPN sale while Honey shared just 89 cents of cashback points with him.
The influencer fallout
The most surprising revelation is that Honey’s tactics hurt the very influencers who promoted it. MegaLag’s investigation revealed that Linus Tech Tips, one of Honey’s biggest advocates, quietly ended its partnership after discovering the extension’s behaviour. Linus Media Group had featured Honey in over 160 videos, generating millions of views. However, it wasn’t until years later that they realised Honey was undermining their own affiliate revenue.
When Linus tried to address the issue, Honey reportedly refused to change its approach. PayPal, meanwhile, defended the extension, stating it “follows industry rules and practices, including last-click attribution.”
Tech YouTuber, Austin Evans has posted a candid video reflecting on his past sponsorships with Honey, calling out its “nefarious business practices”. He also pledged to never partner with the company again. Hopefully, more influencers who previously endorsed Honey will address this issue soon.
What does it mean for the consumers?
It’s not just influencers who lose out. Honey’s approach to discount codes also raises eyebrows. MegaLag found that Honey allows partner stores to control which codes are visible to users, even hiding better deals in favour of their less favourable ones. Essentially, Honey markets itself as a money-saving tool while helping businesses limit consumer savings.
MegaLag’s video, now with over 7 million views, has sparked a conversation about transparency and fairness. It’s a wake-up call for consumers, reminding us that if a service is free, we might be the product.