Criticisms have been raised against various MLM programs for being cult-like in nature. Some MLM programs factor intense motivational programs, which can be hard to distinguish from cult propaganda. So-called corporate cults are businesses whose techniques to gain associate commitment and loyalty are in some ways similar to those used by traditional Watkins Products cults. Amway associates are sometimes cited as an paragon of such devotion.

The European Unions Unfair Merchandising Practices Directive explictly includes self-consumption as legitimate.