California Probes $300,000 Steyer Influencer Push Over Undisclosed Paid Posts
Updated
Updated · The Washington Post · May 15
California Probes $300,000 Steyer Influencer Push Over Undisclosed Paid Posts
1 articles · Updated · The Washington Post · May 15
A California elections watchdog opened an investigation this week into whether Tom Steyer’s gubernatorial campaign violated ad-disclaimer rules by paying influencers to promote him without clearly labeling the posts.
State records show the campaign’s contractor, Gutsy Media, was paid more than $300,000, while individual creators received sums including $2,000 and $10,000 for pro-Steyer content that in some cases carried no disclosure.
A 2023 California law requires paid online political creators to disclose sponsorship, and complainants say the campaign used talking points, bonus-based posting offers and even new-account instructions to simulate grassroots support.
Steyer’s campaign says it reports the payments, tells creators about disclosure requirements and considers the complaint baseless, but some reviewed videos lacked labels and one paid post was later removed.
The case highlights a wider gap in online political advertising oversight: FTC disclosure rules cover commercial endorsements, while political influencer content remains a murkier area outside state-level enforcement.
When a candidate pays influencers, is it savvy outreach or a new form of voter deception?
As political battles move to TikTok, can disclosure laws keep up with modern campaign tactics?
Steyer Campaign Faces State Probe Over $300,000 in Undisclosed Influencer Payments in 2026 California Governor’s Race
Overview
California's Fair Political Practices Commission has launched a formal investigation into Tom Steyer’s gubernatorial campaign over allegations that it paid social media influencers to promote his platform without proper disclosure, potentially violating a 2023 state transparency law. The campaign reportedly spent about $300,000 on influencer outreach, raising concerns about the scale of possible non-compliance. The probe aims to uncover how widespread these undisclosed activities were, with particular attention on figures like Isaiah “Zay Dante” Washington. This investigation highlights growing scrutiny over transparency in digital political endorsements and the ethical responsibilities of both campaigns and influencers.