Lawsuit Against South Dakota Governor Over Cosmetic Dentistry Video Sparks Legal Battle

A lawsuit filed against South Dakota Governor Kristi Noem has ignited a legal battle over a viral video promoting a cosmetic dentistry company, Smile Texas. The suit, brought forth by consumer advocacy group Travelers United in Washington D.C., alleges that Noem engaged in ‘misleading and deceptive advertising’ by failing to disclose her financial relationship with the dental company.

Noem, a Republican who has been rumored to be a potential vice presidential pick for former President Donald Trump, faced criticism after sharing the video where she praised Smile Texas for fixing her teeth and giving her a smile she could be proud of. The video, presented in infomercial style, caught attention for its promotional nature and lack of transparency regarding any business ties.

The lawsuit claims that Noem violated Federal Trade Commission regulations by not clearly labeling the post as an advertisement. It argues that by endorsing Smile Texas on her personal social media platforms without disclosure, Noem engaged in advertising without proper transparency about her financial arrangement with the company.

In response to the legal action, Noem’s office has not issued an immediate comment on the matter. This legal battle comes amidst political speculation surrounding Noem’s future ambitions and potential collaborations with Donald Trump as the 2024 presidential election looms.

Furthermore, the lawsuit raises questions about the intersection of political figures and social media influencer roles, highlighting the need for disclosure and transparency in online endorsements. Noem’s video has sparked a broader conversation about how public figures navigate commercial promotions while holding political office.

As the case unfolds, the scrutiny around Noem’s dental ad underscores the evolving landscape of digital marketing and the regulatory challenges faced by public figures who blend politics with promotional activities. The outcome of this legal dispute could set precedents for how elected officials engage with advertising on social media platforms in the future.

For updates on this unfolding story, stay tuned to CBS News and other news outlets covering the legal proceedings surrounding Governor Kristi Noem’s dental video and the allegations of deceptive advertising.