South Dakota Governor Kristi Noem, a member of the Republican Party, is currently embroiled in legal proceedings due to a widely circulated dental endorsement video she shared on social media.
The lawsuit, initiated by consumer advocacy group Travelers United and filed in Washington DC, accuses Noem of engaging in "misleading and deceptive advertising."
According to a statement released by the advocacy group, the lawsuit alleges that Governor Noem failed to appropriately label the video as a "medical tourism advertisement" when disseminating it across her personal social media platforms. This legal action has been categorized under claims concerning "travel influencers," as reported by CBS News.
The legal document asserts that when Noem posted the video on her personal social media platform on X, she neglected to disclose its nature as a medical tourism advertisement.
Governor Noem, who has been previously considered a potential candidate for the 2024 presidential election and has positioned herself as a prospective vice presidential nominee for former President Donald Trump, faced substantial criticism and scrutiny following the initial sharing of the video on Monday night.
In the video, Governor Noem prominently features, expressing gratitude towards "the team at Smile Texas," a cosmetic dental office, for a procedure she credits with enhancing her smile and boosting her confidence.
Accompanying the video was a caption stating, "I love my new family at Smile Texas! The video says it all, and I am so grateful for their help fixing my smile for me."
Additionally, a post on Smile Texas' Instagram account, showcasing the video of Kristi Noem, hailed her as a "gracious leading lady" who had recently acquired an "executive, feminine, beautiful smile" at Smile Texas.
Noem clarified that her decision to undergo the dental procedure stemmed from a biking accident several years ago, resulting in the loss of some teeth, according to CBS.
However, the lawsuit contends that Noem did not disclose her financial affiliation with Smile Texas when sharing the promotional video and further accuses her of failing to adhere to Federal Trade Commission regulations by not unequivocally labeling the post as an advertisement.
The legal filing characterizes Kristi Noem's actions as akin to those of a social media influencer while holding the position of Governor of South Dakota.
This legal development coincides with North Dakota State Senator Reynold Nesiba, a Democrat, calling for an investigation into Governor Noem's viral dental video.
In a tweet on X, Nesiba expressed concerns about the advertisement and has formally requested that the matter be included on the agenda for the upcoming meeting of the state legislature's Government Operations and Audit Committee.
