Princess Märtha Louise of the Norwegian royal family has dropped her title following a controversial tour with her boyfriend, a spiritual healer, earlier this year.
The mother-of-three, 47, announced via Instagram that she will no longer be referred to by her royal title unless she is officially representing the Norwegian royal family at certain engagements, reports the Daily Mail.
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The decision follows an intense backlash against Märtha Louise earlier this year. The royal was accused of "exploiting" her status for commercial purposes after she and her boyfriend, Shaman Durek Verrett, 44, hosted a spirituality speaking tour called 'The Princess and the Shaman'.
The royal, who has long been known for her devotion to spiritual practices, claimed the tour would take attendees "on a self-discovery into wisdoms to reveal to you your divine self-activated".
"The fact that I used Princess in the title of my tour, I have said before that I am very sorry... it was a mistake," Märtha Louise wrote on her official Instagram.
"I understand that it provokes when the princess title is used in this way... from now on I will not use my princess title in a commercial context.
"I find this to be a good solution where there is a clear distinction between my business activities and my role as representative of the Royal House, and that I have thus created room for greater freedom in my business activities."
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The royal has since launched a second Instagram for her work-related projects, @martha.louise.intuitive. She debuted the new account with a post captioned, "I am simply Märtha Louise. Let's explore life and go on adventures together."
She has already used her new Instagram to promote an upcoming "sit down social webinar" titled 'Life, Love, and Change with Shaman Durek and Märtha Louise'.
The decision to drop her royal title has sparked rumours that Märtha Louise intends to use her name to launch a social media career as an 'influencer', based around her spiritual endeavours.
In July, Märtha Louise posted selfies taken in the Hamptons with American actress Gwenyth Paltrow to her verified account. Paltrow is also known as the founder of the popular lifestyle brand and natural health company, Goop.
Shaman Durek is known to work as a healer for Hollywood celebrities and European royalty.