In the ever-evolving world of digital aesthetics, the boundary between inspiration and commercialization has always been thin. However, a recent development on Meta’s flagship platform instagram has ignited a hefty debate. The debate surrounding Instagram’s new “Shop the Look” feature is sending shockwaves through the creator economy. What began as a seemingly quiet beta rollout has evolved into a global controversy, initially sparked by Charleston-based influencer and entrepreneur Julia Berolzheimer.

In mid-February, the fashion creator revealed that a “Shop the Look” button had suddenly appeared on her Reels. All without her knowledge or consent. Followers alerted her that her videos now included a shopping shortcut redirecting viewers to product pages. The catch? She had neither activated the feature nor approved the linked items.

What followed was a digital wake-up call for creators worldwide. Continue reading to learn more about the new “shop the look” feature on Instagram and what this means for creators and followers alike.

What Is Instagram’s “Shop the Look” Feature?

At the centre of the controversy is Instagram’s new automated product-tagging system. The feature appears to scan visual elements within a video and generate “similar product” recommendations—likely powered by artificial intelligence.

In Berolzheimer’s case, the linked products were not from her curated brand partnerships or affiliate collaborations. Instead, they reportedly included lower-priced duplicates and lookalikes. Rather than showcasing the designer pieces she carefully selected, the algorithm displayed knock-offs.

As she outlined in her Substack newsletter Making Trade Offs (read her full commentary here: makingtradeoffs.substack.com/p/instagram-is-stealing-our-content), the issue extends far beyond inconvenience—it touches on ownership, consent, and compensation.

Monetisation Without Permission: A Shift in Power on Social Media

For creators, the implications are significant:

• No control over which products are linked
• No opt-out function
• No revenue share
• Potential reputational damage from low-quality alternatives

Followers typically assume that recommended products are consciously selected by the creator. When automated suggestions override that trust, credibility is at risk.

The controversy is not limited to one account. Other prominent profiles with a big following, including lifestyle personality Morgan Stewart (Instagram: @morganstewart), have reportedly experienced similar overlays. Brands and advertisers have also raised concerns after discovering competing products displayed over sponsored posts.

Instagram, Platform Power and the $500 Billion Creator Economy

Industry projections estimate that the global creator economy could reach a valuation of $500 billion in the coming years. Yet features like “Shop the Look” highlight a structural imbalance.

Creators invest time, creative direction, styling expertise, and years of brand-building into their platforms. However, they do not own the distribution infrastructure. When Instagram effectively becomes a competitor to creators’ affiliate links, an essential income stream is undermined.

This raises fundamental concerns about commercial rights and image usage. If a platform can monetise aesthetic content without sharing revenue—or even notifying the creator—the power dynamic shifts dramatically.

Could “Shop the Look” launch in other product categories next?

While no official global launch statement has been issued, Instagram’s history suggests that beta features often precede wider rollouts. It is highly likely that “Shop the Look” will expand beyond US fashion creators. And the impact may not remain confined to fashion. Interior design, beauty tutorials, tech gadgets and travel content could all be subject to AI-driven product tagging. The commercial potential for the platform is enormous.

Why Independent Channels Matter More Than Ever

The “Shop the Look” case underscores a growing reality: platform dependency is a risk. Creators who build their entire business model within a single ecosystem remain vulnerable to policy shifts and monetisation changes. Redirecting audiences toward owned channels—blogs, newsletters, or independent shop systems—has never been more important. Maintaining control over product recommendations and affiliate partnerships protects both income and brand integrity. The detailed breakdown of the controversy can also be read by Expert Voices like TheOnlineLisa, a blogger and content creator with more than a decade of experience and expertise, who has also analysed the situation and published a blog post in german language.

As the Instagram account of Julia Berolzheimer (@juliaberolzheimer) demonstrates, even established creators are not immune to platform-driven monetisation experiments. The “Shop the Look” debate ultimately reveals a critical tension within the creator economy: innovation versus autonomy. As platforms expand revenue strategies, creators must ask themselves how much control they are willing to relinquish, and at what cost.

Important for Creators and Entrepreneurs: Protecting Your Digital Sovereignty

For those navigating the complexities of Instagram, this serves as a loud wake-up call. The reliance on a single platform for income is becoming increasingly risky. As the digital ecosystem shifts toward AI-driven monetization, the “Shop the Look” controversy highlights the urgent need for creators to own their audience.

The strategy for 2026 is clear: Diversification. Moving followers toward independent blogs, newsletters, and personal shop systems is no longer a luxury—it’s a survival tactic. By building a community on ground you own, you reclaim the power over your recommendations and your image.