Influencer marketing

Gov. Gavin Newsom signed AB 1130, giving California campaign finance regulators the power to fine social media influencers up to $5,000 per violation for failing to disclose paid political content, with violations also referable to law enforcement as potential misdemeanors under the Political Reform Act of 1974. California has required disclosure of paid posts about state and local campaigns since 2023 but previously lacked an enforcement mechanism. The bill was one of 13 election-related social media measures Newsom signed as a package aimed at protecting state elections from interference.

Assembly member Marc Berman introduced the bill after reports that campaigns were quietly paying influencers during California's contested gubernatorial primary. Billionaire Democrat Tom Steyer paid numerous creators to post favorably about his campaign across TikTok, YouTube, Instagram and Reddit, many without proper disclosure, prompting complaints to the state's Fair Political Practices Commission against both Steyer and rival Xavier Becerra, who won the primary and will face Republican Steve Hilton in November. The commission has closed one inquiry into Steyer's campaign, though another remains open; Steyer's campaign has called the allegations baseless. Texas has similar rules, and Congress and other states are weighing comparable regulations.