Prince Harry and Meghan Markle may have successfully negotiated their way out of royal life last month, but Queen Elizabeth is not letting them live on the family dime and kick-start their money-spinning plans while taking advantage of the Sussex Royal tag.

When Prince Harry and Meghan announced their decision to step away from royal duties back in January, they disclosed plans of working towards financial independence in Canada. Despite being stripped of their HRH titles, however, the couple still went on using the Sussex Royal brand in their dealings.  Earlier this month, the couple even launched a website coinciding with their entry into private life and the message on the site’s homepage reads, “Welcome to the Sussex Royal community, your source for information on the Duke and Duchess of Sussex.”

Now, it looks like Prince Harry and Meghan will have to remove that statement from their website and let go of their plans to use the Sussex name on their trademarked properties. According to reports, Queen Elizabeth is banning Prince Harry and Meghan from operating under the banner since they are no longer working members of the royal family.

While Queen Elizabeth’s decision makes sense, an insider said it’s going to be a huge blow to the couple, considering how heavily invested they are in the Sussex brand. “In many ways this is inevitable given their decision to step down, but it must surely come as a blow to the couple as they have invested everything into the Sussex Royal brand,” said the source.

“The Sussexes’ original plan—of being half-in, half-out working royals—was never going to work. Obviously, as the Queen has made clear, they are still much-loved members of her family. But if they aren’t carrying out official duties and are now seeking other commercial opportunities, they simply cannot be allowed to market themselves as royals,” the source added.

With Queen Elizabeth taking away their right to use the Sussex Royal banner in their future causes, Prince Harry and Meghan can no longer sell themselves as royals.

Meanwhile, branding expert Zoe Middleton-Lyons said Queen Elizabeth’s decision may actually be a blessing for the couple’s future work. According to Lyons, rebranding will serve as Prince Harry and Meghan’s chance to move away from the confines of the Sussex Royal brand that they were born and married into.

“Change is beneficial for brands whether it is a new tone of voice, brand name or internal business changes,” she said. “This is especially true for Meghan and Harry at such a crucial stage in their lives, as they can begin to create their own legacy.”

prince harry meghan markle Prince Harry, Duke of Sussex and Meghan, Duchess of Sussex depart Canada House on January 07, 2020 in London, England. Chris Jackson/Getty Images