Influencer files complaint against Steyer campaign, alleging violations
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- The complaint is the latest volley in a back and forth involving the use of paid influencers in the gubernatorial race.
- Disclosure of paid political content by social media creators is required in California under a 2023 law.
WASHINGTON — A political influencer has filed a complaint against Tom Steyer’s campaign for governor, saying the committee failed to notify her of disclosure requirements, as required by law, when she was paid to meet with Steyer in March and later produced social media content from the meeting.
What’s more, she said the Steyer campaign falsely accused her of posting paid content in support of Steyer’s chief Democratic rival, Xavier Becerra, and failing to disclose it in a complaint filed by the billionaire’s campaign this week.
Maggie Reed, who regularly posts satirical takes on politics to roughly half a million followers on Instagram and TiKTok under the username mermaidmamamaggie, said she was actually paid by Steyer’s campaign and signed an agreement that barred her from disclosing the payment.
She posted, and later deleted, a video from her meeting with Steyer in March.
“In plain terms: the Committee paid for political content, structured it to look like an ordinary creator’s organic opinion, and used a non-disclosure agreement to keep the public from learning the truth,” says the complaint, filed Thursday with California’s Fair Political Practices Commission.
Social media creators who create paid content on behalf of a California political campaign are required to disclose that the material was sponsored and who paid for it.
Steyer’s campaign disclosed in a campaign filing that it had paid the agency that represents Reed $5,000 for digital advertising, but didn’t indicate that the payment was connected to Reed’s meeting with Steyer or her production of content.
The Steyer campaign said that while it did pay to meet with Reed, it left the decision of whether to create content entirely up to her.
Since then, Reed has produced several videos expressing support for Becerra, the former California congressman and U.S. secretary of Health and Human Services, but she said that she was not paid to produce those videos and that they reflected her genuine support for Becerra’s campaign.
Becerra has been the top Democrat in recent polling in the race, maintaining a narrow edge over Steyer and a firm grip on one of the top two spots in the June 2 primary that would send him to the general election in November.
Reed’s complaint is the latest volley in a back and forth involving the use of paid influencers in the gubernatorial race.
Two influencers who support Becerra — but were not paid by his campaign — filed a complaint last week saying that a number of influencers had created paid content in support of Steyer but failed to disclose so in their posts.
Steyer’s campaign then filed a complaint earlier this week in which it leveled accusations against Reed and another influencer named Jay Gonzalez, who is now a paid staffer on the Becerra campaign. The complaint alleges that Gonzalez made several pro-Becerra posts after joining the campaign and belatedly amended them to include disclosure that they were sponsored.
The Becerra campaign has maintained that it does not otherwise pay influencers to produce content on its behalf.
Steyer’s complaint included screenshots of an email sent to Reed’s talent agency by a gubernatorial campaign gauging her interest in producing paid content.
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While the screenshots produced in Steyer’s complaint did not disclose who had sent the inquiry, Reed said in her complaint that the request had come from a staffer for the gubernatorial campaign of former Los Angeles Mayor and California State Assembly Speaker Antonio Villaraigosa.
Disclosure of paid political content by social media creators is required in California thanks to a law passed in 2023.
Influencers themselves are required to disclose that a post they created was sponsored, but campaigns are required to notify them of the requirement.
Violation of the law doesn’t trigger civil, criminal or administrative penalties, but the Fair Political Practices Commission has the right to take violators to court and request that a judge force compliance with the law.
The agreement Reed signed with Steyer’s campaign, which was attached to her complaint, indicated that she needed to follow all applicable state, federal and local laws, but made no specific mention of her requirement to disclose that content she produced was sponsored.
The agreement did specify that Steyer’s campaign might need to disclose the payment.
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