The MLM publication BusinessForHome has been sold off to Armand Puyolt.

Puyolt’s acquisition also brings with it several new editorial appointments.

As disclosed in a February 15th press-release;

Armand Puyolt has officially acquired Business For Home.

To guide this new era, Puyolt will serve as Executive Chairman for Business for Home and is the majority shareholder.

Editorial additions to BusinessForHome include Garrett and Sylvia McGrath as joint Editors in Chief, and Keith Halls as Chief Operating Officer.

Puyolt, the McGraths and Halls all have prior MLM executive experience;

Armand Puyolt was Total Life Changes’ President and Master Distributor till he left to launch Vida Divina in 2016.

Garrett and Sylvia McGrath (right) are former EvolvHealth distributors.

The McGrath’s joined Elepreneurs’ executive team in 2019. By 2021 Garrett was President of Elepreneurs.

That same year Elepreneurs rebooted as The Happy Co. Garrett (right) stayed on as CEO of The Happy Co. and spinoff Hapi Travel Destinations but left sometime after 2022.

In 2023 Garrett and Sylvia McGrath joined Bravenly Global. That doesn’t appear to have worked out.

Keith Halls (right) has been involved in MLM since 1984 as a founding executive at NuSkin. Halls left NuSkin in 2001 and has since been a distributor with Synergy Worldide and Youngevity.

In 2018 Keith Halls signed on as Elepreneurs President and COO. Halls continued on as President of The Happy Co., presumably working with the McGraths at some point.

From the cited BusinessForHome press-release, original co-founders Ted Nuyten and Dini Noorlander

will continue to play integral roles—with ongoing operations in the Netherlands— leveraging their industry knowledge to guide the new leadership team.

What BusinessForHome looks like under Puyolt’s ownership remains to be seen. Certainly one thing I would like to see addressed is glaring disclosure issues.

Although we’re generally seen as competitor publications, BehindMLM and BusinessForHome cater to very different audiences.

100% of BehindMLM’s content is independently researched, edited and published. BusinessForHome is a murky combination of independently researched content and paid advertising.

I say murky because BusinessForHome doesn’t disclose which of its articles are paid content or published as part of contractual obligations with paid clients.

BehindMLM first raised this as an issue in 2015, citing BusinessForHome contracts costing $48,000 annually.

Today BusinessForHome identifies “4 streams of revenue”:

We have paid subscribers model.

We are a Google Adwords publisher.

At times we publish Interviews with top earners and corporate executives and /or place them in the spotlight. (You need to have a great story).

We are intermediaries between Investors, Venture capital and Network Marketing companies.

“Interviews” and “investors, venture capital and network marketing companies” are linked.

The “interviews” link discloses BusinessForHome articles can be purchased for $1750 each.

The “investors, venture capital and network marketing companies” link leads to a 404 error page:

Not sure what’s going on there but while disclosing articles are paid content is a start, the core issue of BusinessForHome failing to disclose which articles are paid content remains.

If you consume content on YouTube or other social media networks, you might have come across the “#ad” hashtag. This is typically the easiest way for a publisher or content creator to disclose whatever they are publishing is paid for.

For news publications it’s a bit different but you’ll still typically see a disclaimer on paid-for content.

Failure to clearly identify paid-for content is a potential violation of the FTC Act.

Being based out of the Netherlands, Evidently Nuyten wasn’t fussed about violating the FTC Act.

I’d argue beyond the FTC Act there are ethical editorial obligations in not disclosing paid content to consider, but I digress.

I run BehindMLM with these ethical considerations in mind but how others run their own publications is up to them.

Looking forward however, Puyolt and BusinessForHome’s new editorial additions are all US based. Additionally, BusinessForHome discloses on the “about us” section of its website;

Per year, the website receives an estimated 15 + million visitors … about 40% is coming from North America and 60% from all other countries.

Together, those are some pretty significant ties to the US.

As previously stated though, what BusinessForHome looks like under Puyolt’s ownership remains to be seen. BehindMLM does cite BusinessForHome’s reporting from time to time and I certainly welcome more voices in the MLM reporting niche.

Puyolt has the opportunity to do the right thing with respect to BusinessForHome’s paid content disclosures. Let’s hope he does.