Influencer Marketing in Political Campaigns: The Case of Tom Steyer's Gubernatorial Campaign
A complaint has been filed against Tom Steyer's campaign for governor by a political influencer who claims that the campaign did not inform her of disclosure requirements when she was paid to meet with Steyer and create social media content. Maggie Reed, known as mermaidmamamaggie on Instagram and TikTok, stated that she was paid by Steyer's campaign and signed a non-disclosure agreement. The complaint alleges that the campaign structured the paid content to appear as her organic opinion without disclosing the payment.
Steyer's campaign acknowledged paying the agency representing Reed for digital advertising but did not specify the connection to her meeting with Steyer or content production. Reed clarified that she was not paid to express support for Xavier Becerra, Steyer's Democratic rival, in subsequent videos. Becerra has been leading in recent polls, with Reed's complaint being part of a series of complaints regarding the use of paid influencers in the gubernatorial race.
The complaint also involves accusations against another influencer named Jay Gonzalez, who is now a paid staffer for the Becerra campaign. Steyer's campaign alleged that Gonzalez made pro-Becerra posts without proper disclosure. The use of paid influencers in political campaigns has raised concerns about transparency and compliance with disclosure laws in California, which require influencers to disclose sponsored content and campaigns to notify them of this requirement.
The complaint highlights the complexities of influencer marketing in political campaigns and the importance of transparency in disclosing paid content. The involvement of influencers in political messaging has become a contentious issue, with campaigns and influencers facing scrutiny over compliance with disclosure laws. The ongoing back and forth between campaigns and influencers underscores the need for clear guidelines and enforcement mechanisms to ensure transparency and accountability in political advertising.