No, Emma Chamberlain Is Not Charging $10,000 Per Instagram DM, According To Her Merch Website

Gen Z model and influencer Emma Chamberlain came under fire this week after users noticed on her merch website that there was an option to purchase an Instagram DM for $10,000. Her site – shopemmachamberlain.com – has officially issued a statement following the backlash. According to Cozack, Inc., a company focusing on apparel manufacturing and brand strategy, the allegations against Emma Chamberlain were "false and inaccurate."

The page was intended for testing purposes but was discovered by an individual who began spreading misinformation. It was never intended to be active or purchased, nor was it ever made public, as stated in their announcement.

"There have been false and inaccurate claims that Emma Chamberlain was offering DM’s in exchange for $10k. As background in 2018, Cozack (Emma’s merch company) was testing a prospective reward program related to Emma’s Merch without her knowledge," the text on the website reads. "In testing they created an outrageous, never activated reward level that was not intended to be active or purchased. These reward ideas were never run by Emma since they were not meant to be available for sale or reward, but simply intended for internal testing purposes. What we suspect is that data was activated and crawled by Google’s SEO indexing system and discovered by an individual who then began spreading false information to press outlets. This was never made public, and certainly was never planned to be sold or purchased. The test program was never discoverable on the main page or product listing site, which is another reason that Emma had no knowledge of this. With the internet’s tendency to create false narratives around sensationalized stories we wanted to provide you with the truth firsthand and from the source. The site is currently down for internal review. -Cozack, Inc."

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