What's happened
Tom Steyer’s gubernatorial bid has enlisted high-profile social media personalities to promote his campaign, with payments totaling around $100,000 disclosed in campaign records. Critics and regulators are scrutinizing whether influencers disclosed sponsorships; investigations are now opening into potential disclosure violations.
What's behind the headline?
The core issue
- The Steyer team has relied on influencer marketing to shape political narratives among online audiences.
- Payments to creators are being scrutinized for disclosure compliance under California law.
- The strategy appears to be aimed at creating a perceived grassroots surge, amplified by high-visibility creators with sizable followings.
What this means for voters
- Disclosure rules are intended to keep voters informed about paid advocacy; breaches could affect trust in online political communication.
- Regulators’ investigations may prompt adjustments to how campaigns disclose paid content in the future.
Potential outcomes
- The probes may lead to fines, required disclosures, or policy changes in campaign reporting practices.
- Close races for the California governor’s seat could be influenced by how campaigns publicize their online surrogates.
How we got here
The campaign has spent months recruiting TikTok and Instagram personalities to advocate for Steyer’s candidacy in California, aiming to mobilize Latino voters. Reports indicate payments for “strategic advice and campaign surrogacy,” with posters often not disclosing the funding. Regulators in California are examining whether the campaign complied with disclosure rules that apply to paid political content.
Our analysis
New York Post reports on the lack of disclosure in creator payments and the California FPPC investigation. The New York Times investigates the scope of Espina’s role and the hidden $100,000 arrangement. The Washington Post covers how influencers were instructed to avoid mentioning Steyer directly and the broader pay-for-play dynamic.
Go deeper
- Will California regulators require retroactive disclosures for past posts?
- How will this affect Steyer’s standing with Latino voters and the broader Democratic field?
- Are other campaigns using similar influencer strategies in other states?
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Xavier Becerra - Attorney General of California
Xavier Becerra is an American politician and lawyer serving as the 33rd and current Attorney General of California since 2017. He previously was a member of the United States House of Representatives, representing Downtown Los Angeles in Congress from 199