Lawsuit Filed Against South Dakota Governor Kristi Noem Over Social Media Promotion

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Written By Vikas Jangid

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Lawsuit on Kristi Noem Over Social Media Promotion

Washington, D.C. - March 14, 2024
South Dakota Governor Kristi Noem is facing legal action in Washington over her promotion of a Texas dentist on her social media platforms this week.

The lawsuit, filed by consumer advocacy organization Travelers United in the Superior Court of the District of Columbia, alleges that Kristi Noem failed to disclose her financial ties to the company while promoting its services.

Source: Twitter/NBC News 

Allegations of Deceptive Advertising Practices

The lawsuit accuses Kristi Noem of engaging in "deceptive advertising practices," claiming that she violated consumer protection laws in Washington, D.C. The complaint points to a video posted by Noem on various social media platforms where she discusses receiving dental adjustments from Smile Texas, a cosmetic dental company.

Despite mentioning her positive experience with Smile Texas, the lawsuit asserts that Noem did not disclose any financial relationship with the company.

Noem’s Social Media Influence and Promotion

In the video, Noem shares her gratitude towards Smile Texas for helping fix her teeth after a biking accident years ago. She expresses satisfaction with the results, stating,

"The team here was remarkable and finally gave me a smile that I can be proud of and confident in." The lawsuit argues that Noem's post serves as a form of promotion for Smile Texas and potentially encourages medical tourism.

Calls for Disclosure and Legal Action

According to Lauren Wolfe, an attorney for Travelers United, Noem appears to have adopted the role of a social media influencer. The lawsuit contends that companies like Smile Texas pay influencers such as Noem to endorse their products or services without proper disclosure.

The group seeks punitive damages, statutory damages, and a restraining order to prevent Noem from advertising on social media without disclosure.

Response from Noem’s Camp and Smile Texas

As of Wednesday night, neither Smile Texas nor a spokesperson for Noem had responded to NBC News' request for comment regarding the lawsuit. However, it's worth noting that Noem is also a potential candidate for the Republican presidential ticket, having recently met with former President Donald Trump at Mar-a-Lago on Feb. 26, although details of the meeting were not disclosed.


The lawsuit against Governor Kristi Noem underscores the importance of transparency in social media advertising. As legal proceedings unfold, the case highlights the complexities surrounding influencer marketing and the need for clear disclosure practices to protect consumers' rights and interests.

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