So, remember when we talked about Aoife Kelly shifting from being a makeup artist to claiming huge success in Amazon FBA with Darren Campbell’s FBA Brand Builder program? In our previous article (check it out here), we pointed out how her story sounded more like a carefully crafted marketing tool than an authentic entrepreneurial journey. Well, things have gotten even more interesting. She’s now launched a new Instagram account purely dedicated to FBA content, and it’s raising more questions than answers, especially since her original account is now missing content.
The New Instagram Account: What’s the Deal?
Here’s where it starts to look a bit off. Despite her claims of going full-time with her Amazon business, Aoife’s original account still advertises her makeup services. If she’s supposedly dedicated to running her FBA brand full-time, why does she need a separate account purely to push the FBA Brand Builder program? It’s not hard to wonder if this account is more about reeling in new recruits than showcasing her own brand’s success.
In one of her latest posts, Aoife writes, “I’m not going to lie to you… It’s not easy. You have to WANT this to work. It took belief in myself.” Sound familiar? That’s because it echoes the same motivational talk we see from Darren Campbell himself. The similarities in their messaging make you question whether Aoife’s content is more scripted than personal.
Following the Script
If you’ve seen Campbell’s promotional materials, you’ll recognize the tone in Aoife’s posts instantly. For example, she said, “OF COURSE I was completely skeptical at first coming across a guy from Ballymena talking about making thousands a day.” It sounds almost like it was lifted from one of Campbell’s own ads. This kind of messaging is designed to sound relatable and break down skepticism, but when two people use it so similarly, it stops feeling organic.
But Darren Says He Doesn’t Use Paid Promoters…
Here’s where things really don’t add up. Darren has said multiple times that he doesn’t use paid actors or influencers. Yet Aoife’s new account, with its consistent sharing of FBA Brand Builder content, makes it hard to believe there isn’t some sort of incentive at play. Sure, it’s possible she’s just that dedicated—but if she’s genuinely successful, why the relentless focus on promoting Campbell’s program?
The Missing Details
Another sticking point is the lack of transparency. Aoife talks a lot about big numbers, like when she mentions making over $70,000 in eight months. But beyond those headline figures, there’s no breakdown of expenses, profit margins, or what it took to hit those sales numbers. In one post, she talks about the sacrifices she made, saying, “I sacrificed time…even friendships.” It sounds powerful, but without any real financial details, it’s hard to gauge how sustainable or impressive her success really is.
So, What’s in It for Aoife?
Given how tightly her story aligns with Campbell’s marketing strategy, it’s fair to wonder what Aoife is getting out of this. Is she making money purely from her FBA brand, or is she getting a commission for promoting the program? When she says things like, “If you’re on the fence about it, just trust your gut,” it feels more like a sales pitch than an authentic piece of advice.
Transparency and Compliance with Advertising Laws
A major point to consider is whether Aoife Kelly's posts align with UK advertising regulations. Under UK law, influencers are required to disclose when their content is sponsored or involves paid partnerships. The Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) mandate that promotional content must be clearly marked as #Ad, #Sponsored, or a Paid Partnership. This is to ensure followers understand when posts may be biased due to financial incentives.
However, in the case of Aoife's new FBA-focused account, it's unclear whether she is receiving compensation for promoting the program. If she benefits financially or gains referral commissions without disclosing this, it could potentially breach advertising rules. This lack of transparency raises further questions about the authenticity of her success story and whether her endorsements are purely promotional tactics.
Final Thoughts
Darren Campbell recently took a jab at critics, saying, “here’s another paid actor,” implying that people are just haters. But when you piece together the patterns—Aoife’s new FBA-focused account, her promotional tone, and the lack of detailed transparency—it’s hard not to question what’s real and what’s marketing. Until we see more openness and fewer promotional plays, it’s wise for potential recruits to stay cautious and keep digging for the whole truth.