The Sussexes face backlash after being accused of bullying Sentebale chairwoman Dr Sophie Chandauka, despite previously claiming to be victims of discrimination.

Prince Harry and Meghan Markle are once again at the centre of controversy, with critics slamming the couple for hypocrisy after accusations surfaced that they mistreated Dr Sophie Chandauka, the chairwoman of Sentebale, Harry’s long-time charity.

The Duke and Duchess of Sussex, who famously stepped back from royal duties in 2020, citing racism and institutional mistreatment, are now facing claims that they themselves engaged in bullying behaviour. The accusations have sparked a fresh wave of criticism, with many branding the couple as hypocrites for pushing a victim narrative while allegedly mistreating others.

Brand and culture expert Nick Ede weighed in on the backlash, telling The Sun, “I think a lot of this is very hypocritical. When he wrote Spare and when they did the Oprah interview, it was all about them being victims. And suddenly, now we have people saying actually they are the perpetrators.”

Harry and Meghan’s carefully cultivated public image—built on themes of resilience, personal struggle, and speaking truth to power—has taken a hit from these latest allegations. “They’ve had to deal with negativity from both of those parties. That’s going to have a huge effect on their brand equity,” Ede added, referring to both their critics and former associates speaking out against them.

A Growing PR Nightmare

The Sentebale controversy is not the only issue fuelling accusations of hypocrisy. The Duchess of Sussex recently marked Mothering Sunday with a post celebrating the UK holiday, despite the couple’s well-documented estrangement from Britain.

Ede pointed to this as another example of contradictory behaviour. “Reflecting that back to the UK feels hypocritical because you said you didn’t want to go to the UK. The UK didn’t like you. You don’t want to be part of it. And suddenly you’re going, ‘let’s celebrate Mothering Sunday,’” he said.

The Sussexes have spent years distancing themselves from the UK, both physically and symbolically. Since their dramatic exit from royal life, they have repeatedly criticised the monarchy and the British press, alleging discrimination and toxic treatment. Yet their continued references to the UK—whether through public holidays, philanthropic efforts, or Harry’s legal battles—have left some questioning their sincerity.

From Victims to Villains?

The Sentebale scandal has intensified scrutiny on Harry and Meghan’s treatment of those around them. Dr Sophie Chandauka, a respected business leader and advocate, reportedly faced mistreatment at the hands of the Sussexes. Though details remain scarce, the irony has not been lost on royal watchers.

Meghan has long positioned herself as a champion of women and minorities, speaking passionately about equality and justice. But critics argue that the couple’s actions often contradict their words. The allegations surrounding Sentebale have echoes of past claims—most notably from former palace staff who accused Meghan of bullying during her time as a working royal.

In 2021, The Times reported that palace aides had lodged complaints against Meghan, claiming she created a “toxic” work environment. At the time, the Sussexes vehemently denied the allegations, dismissing them as part of a smear campaign.

Now, with similar accusations resurfacing, the couple’s credibility is being tested once again.

Can Their Brand Survive?

Since leaving the Royal Family, Harry and Meghan have built a media empire around their personal narrative. Their Netflix deal, Spotify podcast (which was quietly axed), and the explosive Spare memoir have all leaned heavily on their experiences as victims of an oppressive system.

But their repeated PR missteps—from their perceived exploitation of royal ties to their failure to sustain major media projects—have weakened their standing.

Ede believes the Sentebale scandal and accusations of hypocrisy could erode their appeal even further. “People are starting to question their authenticity,” he noted. “If you position yourself as a victim, but then treat others unfairly, it’s going to come back to bite you.”

Whether this latest controversy will significantly damage the Sussexes’ brand remains to be seen. But one thing is clear—public patience with their contradictions is wearing thin.