California Attorney General Rob Bonta confirmed his office is reviewing complaints about gubernatorial candidates potentially paying influencers for endorsements without proper disclosures. The investigation follows allegations that billionaire candidate Tom Steyer’s campaign paid social media creators to promote his candidacy without clear sponsorship labels, as required by a 2023 state law.
Immediate Action & Core Facts
Bonta stated his office is assessing complaints related to undisclosed influencer payments, though he deferred primary jurisdiction to the California Fair Political Practices Commission (FPPC). The FPPC enforces campaign finance laws, including transparency rules for political advertising on platforms like TikTok and Instagram. Steyer’s campaign reportedly spent hundreds of thousands on influencers, including $400,000 to progressive creator Carlos Eduardo Espina and $50,000 to the meme account Foos Gone Wild, according to disclosure forms.
Deeper Dive & Context
Campaign Finance Laws
California’s 2023 law mandates influencers disclose paid political endorsements to ensure transparency in digital campaigning. The FPPC oversees compliance, but Bonta’s review suggests broader scrutiny of emerging digital campaign tactics. Critics argue the law’s enforcement is inconsistent, with some influencers retroactively adding disclosures after public scrutiny.
Steyer’s Strategy
Steyer’s campaign leveraged influencers to reach younger voters, a shift from traditional advertising. Payments ranged from $10 per post to six-figure contracts for consulting. The Shade Room, an Instagram gossip account, initially omitted its $25,000 payment before updating its post. Similar cases involve creators like Tommy Marcus (Quentin Quarantino) and Isaiah “Zayy Dante” Washington, who allegedly failed to disclose sponsorships.
Broader Implications
The case highlights tensions between campaign finance laws and evolving digital marketing. Federal campaigns often exploit gaps in FTC oversight, allowing undisclosed influencer spending. Experts warn this could distort political discourse by blurring lines between organic and paid support.