In her highlights she has 4 stories dedicated to the ads, where she makes it seem like she has to put AD on everything, even if it isn't an ad. It's designed to make the audience think that although some of them will be in fact paid partnerships, not all of them are. That's where the MH character comes into play - casually mentioning products here and there. Designed to make the average viewer believe that only a small percentage of products shown are paid placements. The last post on the AD/FYI highlight states "therefore not all stories containing AD have been paid for, it simply means the influencer follows all ASA rules. I refuse to promote any items that I haven't trialled, tested or simply love myself! I hope this helps guys ATB x."
It's deceptive AF and I'm not surprised that she's hoodwinked so many with it.