South Dakota Governor Kristi Noem, a potential running mate for Donald Trump, has been sued over a social media video promoting a cosmetic dentistry company without disclosing a financial relationship. The lawsuit, filed by consumer advocacy group Travelers United in Washington DC, alleges that Noem acted as an undeclared influencer for Smile Texas, a Houston-based dental practice.
The five-minute video, posted on 12 March 2024, shows Noem praising Smile Texas for fixing her teeth after a biking accident. She states she consulted the company via Zoom several years ago but only recently found time for treatment, saying the company 'finally gave me a smile I can be proud of.' The suit argues that Noem failed to disclose that she received free or discounted procedures in exchange for the advertisement.
Travelers United contends that Noem's promotion violates advertising disclosure laws, as she did not label the post as an advertisement on platforms including X, Facebook, Instagram, and Truth Social. The group seeks a court order requiring corrective disclosures on all such posts, as well as statutory and punitive damages.
The lawsuit notes that Noem, as a sitting governor, is not typically a social media influencer and should be held to the same standards as other advertisers. It cites public comments questioning why she would promote a private company without transparency. Travelers United emphasised that the suit is solely about disclosure, not Noem's political record.
