South Dakota Governor Kristi Noem faces a lawsuit from consumer advocacy group Travelers United, which accuses her of deceptive advertising practices. The allegations stem from Noem’s promotion of Smile Texas, a dental clinic, in a video posted on her social media platforms. In the video, Noem recounts her personal experience with the clinic, attributing her confident smile to their services, without disclosing any financial relationship with the company. This action, according to the lawsuit, violates Federal Trade Commission guidelines and consumer protection laws in Washington, D.C., for failing to clearly mark the content as advertising.
The controversy has prompted discussions among lawmakers, with South Dakota State Senator Reynold Nesiba requesting an inquiry into Noem’s promotional activities and the potential use of state resources for her trip to Texas. Questions arise over whether Noem received the dental services for free or at a discounted rate in exchange for the promotion, a detail that remains unclear.
Noem, identified in the lawsuit as acting as an influencer, purportedly benefits both physically from the dental work and potentially financially from any arrangement with Smile Texas. The lawsuit seeks punitive and statutory damages and aims to enforce transparency in Noem’s future social media advertisements.
As details emerge, the situation invites scrutiny of the practices surrounding endorsements and the obligations of public figures; the George Santos style of influencer politics should be eyed suspiciously.
