South Dakota Governor Kristi Noem is currently embroiled in controversy and legal challenges following her promotion of Smile Texas, a cosmetic dentistry company that performed dental work for her. In a video posted on social media, Governor Noem thanked the Texas-based team of dentists for her dental makeover, attributing her need for the procedure to a biking accident in the past. The video, which prominently featured former President Donald Trump signage, has sparked debate over its endorsement-like quality and Noem’s choice to seek dental services outside of South Dakota.

This situation took a legal turn when Travelers United, a consumer advocacy group, filed a lawsuit against Governor Noem. The lawsuit accuses her of unethical advertising practices for failing to disclose any financial relationship with Smile Texas in her social media promotions. The advocacy group asserts that Noem’s actions lacked transparency, a critical component in advertising, particularly for public figures. The legal action seeks corrective disclosures on Noem’s promotional posts and aims to enforce advertising disclosure laws by preventing her from advertising any service on social media without proper transparency. Additionally, the lawsuit calls for damages and coverage of legal costs.

Amid speculation regarding her political future and her notable alignment with Trump, Governor Noem has yet to respond to the lawsuit or comment on the accusations of unethical advertising practices. The case raises broader questions about the responsibilities of public figures in their social media engagements and the importance of transparency in promotional activities.