influencer

WASHINGTON — In the latest escalation of a fight over the use of paid social media creators, Tom Steyer’s campaign for governor filed a complaint Tuesday accusing influencers who posted content supportive of Xavier Becerra’s campaign of failing to disclose that they had been paid, which is required by California law.

The complaint, filed with California’s Fair Political Practices Commission, accuses Jay Gonzalez of producing at least 14 pro-Becerra posts on Instagram and Facebook in late April and early May, after he was hired by the campaign, and only belatedly editing the posts to acknowledge they had been sponsored by the campaign.

The complaint also said that a social media creator named Maggie Reed, who posts under the username mermaidmamamaggie, created four pro-Becerra posts on Instagram and had previously offered to create paid posts for another gubernatorial campaign, though the complaint doesn’t specify how the campaign knows Reed was paid.

Reed and a talent agency that represents her did not immediately respond to requests for comment.

The Becerra campaign maintained that it has not paid influencers who have created posts in support of the campaign.

“All of the content you see online is entirely and purely organic,” said Becerra spokesman Jonathan Underland.

Becerra and Steyer have been the top two Democratic candidates in recent polling for the governor’s race, with Becerra consistently maintaining a slight edge in those polls.

The complaint by Steyer’s campaign comes after two influencers who support Becerra filed a complaint last week accusing social media creators hired by the Steyer campaign of failing to disclose that they had been paid to produce their posts.

The campaign of the billionaire candidate for governor had previously disclosed payments to some influencers with large audiences, including one creator with the user name zayydante, who has 1.8 million followers on TikTok, and another with the user name littleyeg, who has nearly 350,000 followers on TikTok. The complaint filed last week said that both of these influencers failed to disclose that they had been paid by the campaign to produce content.

The complaint also highlighted several accounts created by user who don’t appear to live in California who created posts promoting Steyer and, in at least one case, posted elsewhere that they had been paid by the campaign.

The influencers who filed the original complaint said they saw the newly filed complaint as an attempt by Steyer’s campaign to deflect criticism.

“All he’s done is attack his opponent instead of taking accountability for violating the law,” said Kaitlyn Hennessy, one of the two influencers who filed the complaint against Steyer’s campaign. Hennessy and the other influencer who filed the complaint both said they have not been paid by the Becerra campaign.

In a post on Substack, Steyer defended his campaign’s use of paid social media influencers and said that it had been transparent about their use.

“Every creator we compensate has been and will be publicly disclosed as required by law,” he wrote.

Under a California law passed in 2023, social media creators who create paid content on behalf of a political campaign are required to disclose in their post that the material was sponsored and who paid for it.

The onus is on creators to provide the disclosure, but campaigns are required to notify influencers they hire of the requirement.

Violation of the rules doesn’t trigger criminal, civil or administrative penalties but the FPPC can take alleged offenders to court and ask a judge to force compliance with the law.

WASHINGTON — In recent weeks, several social media influencers have popped up in online feeds touting the California gubernatorial campaign of billionaire Democrat Tom Steyer.

Some complain about the price of gasoline. Others mention environmental concerns. One cites her newfound sobriety as evidence that people can change — a nod to Steyer’s self-proclaimed metamorphosis from hedge fund titan to scourge of big corporations.

“I did not expect the most progressive governor candidate to be a billionaire, but look at the policies you guys,” said one content creator on TikTok with the user name Jaz R. “Hear me out. I know Tom Steyer is a billionaire, but he also is for the people.”

The posts include direct-to-the-camera appeals, with personal details interwoven into messages of support for Steyer. An influencer goes for a stroll as onscreen text touts Steyer’s policies. Some seek to convey authenticity, if occasionally ham-fistedly; one influencer mispronounces Steyer’s last name.

What they do not include is a disclosure that their creators were paid by the Steyer campaign to produce the videos, according to a complaint filed this week with California’s Fair Political Practices Commission and a Times review of the posts.

The complaint alleges that the Steyer campaign failed to notify the influencers it hired of their obligation to inform their audience when their posts have been sponsored by the campaign.

California passed a law in 2023 requiring that influencers disclose if they have been paid to create promotional content for or against a candidate or ballot measure, one of the few jurisdictions in the country with such a requirement. There is no such requirement at the federal level.

“Every time there’s a new technology, you have to create legislation that requires them to disclose,” said state Sen. Tom Umberg (D-Orange), who sponsored the bill.

Violating the law doesn’t carry criminal, civil or administrative penalties, but the FPPC can take influencers who break the law to court and ask a judge to force them to comply.

The complaint was filed by two California women — political influencers themselves — who said they noticed a number of new accounts that suddenly started posting similar-sounding videos promoting Steyer earlier this month.

“They had the exact same language, they had the same talking points,” said Beatrice Gomberg, who worked with Kaitlyn Hennessy in their digital sleuthing efforts.

The FPPC did not comment on the complaint.

Steyer’s campaign appears to have relied on paid influencers more than any candidate for governor, according to the most recent campaign finance filings.

That spending represents only a small fraction of the massive campaign war chest Steyer has seeded with nearly $180 million of his own money. But the complaint highlights the growing degree to which political candidates have come to seek out the authenticity that social media influencers seem to offer.

Steyer campaign spokesperson Kevin Liao said the campaign had properly followed the rules in hiring influencers and that the campaign is “confident” that Gomberg and Hennessy’s complaint is “baseless.”

“Creators make their living generating content. The campaign believes in compensating people for their time and work product and has paid creators to generate content,” Liao said in a statement. “Payments for creator content are disclosed in campaign finance reports, and we notify creators we directly work with of their disclosure requirements.”

While many of the new Steyer influencers have few followers, Steyer’s campaign disclosed in its most recent campaign finance report that it had paid thousands of dollars to numerous social media influencers with massive audiences, the Sacramento Bee reported.

Several of the videos produced by these popular social media personalities also failed to disclose that they had been paid by the campaign, according to the complaint and The Times’ review of the content.

But even accounts with few followers can still have a big impact if they are producing a steady stream of content supporting Steyer, said veteran California political strategist Mike Madrid.

“What they’re trying to do is trip the algorithm,” he said. “It looks like it has a bigger audience than it really does. It’s taking the concept of astroturfing into the digital age.”

Gomberg and Hennessy said they became friends after meeting at an April campaign event for Xavier Becerra, Steyer’s chief Democratic rival in the race, who holds a narrow advantage over Steyer in several recent political polls.

The pair have been prolific social media supporters of Becerra’s campaign ever since, though they insist they are not being paid for their efforts.

They said they discovered that many of the new pro-Steyer accounts seemed to be run by influencers — mostly women — who had previously created different social media accounts to hawk other products.

One of the pro-Steyer influencers had an online portfolio listing numerous clients, including the Steyer campaign and a gummy designed to boost arousal, according to the complaint and the Times review of the publicly accessible website.

The pair said they stumbled on an advertisement placed by a vendor for the campaign on a platform used by creators to find work. The advertisement indicated that creators would be paid $10 for each post, with bonuses for posts that amassed large viewership.

The vendor who posted the ad did not respond to a request for comment.

The advertisement has since been updated to say that it pays $1,000 per month and that creators will have to disclose that it is paid content.

As Gomberg and Hennessy dug deeper, they determined that some of the influencers promoting a candidate for governor weren’t even based in California.

A TikTok account using the handle jess.votes, for example, appears to be connected to a woman registered to vote in Florida. Other accounts were connected to women who indicated elsewhere that they were based in Pennsylvania, Missouri and Michigan.

Several influencers who created seemingly paid content promoting Steyer did not respond to multiple requests for comment from The Times.

The brouhaha over paid social media content is just the latest instance of the growing political impact of online creators.

Eric Swalwell’s campaign for governor — and congressional career — came to an end after multiple women accused him of sexual assault. A pair of influencers had publicly raised concerns about Swalwell’s behavior and helped connect victims with journalists who produced highly detailed reports of the allegations.

The California law requires influencers to disclose in a political post’s audio or text that it was sponsored and who paid for it.

The onus is on the creators to make the disclosure, but campaigns are required to tell them that they must do so. Despite passage of the law, the issue has so far remained largely under the radar.

“I have dozens of candidates and campaigns and I have not heard this issue come up one time,” said a campaign finance lawyer who requested anonymity because they represent numerous candidates with active campaigns.

Gomberg and Hennessy said that they were driven to call attention to potential violations of the disclosure requirements because of their concern about the corrosive influence such paid content could have if left unchecked.

“You have people who have trust in these creators,” Hennessy said. “You have a responsibility to your audience.”

Clavicular, the manosphere influencer leading the “looksmaxxing” movement, was rushed to the hospital Tuesday after a suspected overdose in a Miami nightclub.

The controversial internet celebrity, born Braden Eric Peters, was live streaming to his hundreds of thousands of followers from a Miami hot spot Tuesday night when the party took a dark turn. Live stream footage showed Peters hanging with friends outside of the club when he took a swig from a tiny bottle and said he was going to be “done for,” and “that was giga,” meaning that whatever he had taken was a large dose.

Inside the club, with cameras still rolling, Peters found a place to sit down with his friends and started to say “Oh my God” repeatedly and rubbing his eyes. A friend sitting next to him, influencer Androgenic, asked “How f— are you?” and then repeatedly offered him an “addy,” which is short for Adderall, a prescription stimulant used to treat ADHD that’s often sold as a party drug. Peters started to mumble, sway and close his eyes as the camera panned away.

TMZ obtained the audio from a 911 call alerting emergency services to the possible overdose of a 20-year-old man. Additional videos, taken by bystanders, have since made their way online showing Peters being carried out of the nightclub.

A source close to Peters told the Times that he was hospitalized for the overdose and checked himself out Wednesday morning.

“Just got home, that was brutal,” Peters wrote early Wednesday on X. The influencer, who has said he has autism, also posted a selfie with dried blood on his face. “All of the substances are just a cope trying to feel neurotypical while being in public, but obviously that isn’t a real solution. The worst part of tonight was my face descending from the life support mask.”

On his Kick channel Wednesday, Peters live streamed as he played online slots and said that “it could have been worse” and he wouldn’t “do that s— anymore.”

He also said that in the hospital, doctors asked what he planned to do after he was discharged. “Then I was like, ‘Dude, I got the club grand opening,’” he said, adding that doctors advised him to get rest and shouldn’t attend. “I was like, dude, gotta be on the grind.”

The influencer, who rose to fame helming the “looksmaxxing” movement — a subculture hyperfocused on taking extreme measures to perfect one’s physical appearance — has been candid about using drugs, from steroids, peptides and testosterone to methamphetamine and Adderall. He has also said he chisels his face by smashing his bones with a hammer.

Androgenic, the influencer videotaped asking Peters if he needed “an addy” as Peters swayed and lost motor function control, has also been vocal about his own drug use. He recently posted on X that he was on “Walter White’s batch” when someone snatched his wig off his head and ran away. (Walter White is a fictional chemist and crystal meth manufacturer from the show “Breaking Bad.”)

A source close to Peters told The Times that Androgenic was escorted away from the hospital where Peters was being treated for the overdose Tuesday night.

Androgenic has not responded to The Times’ request for comment.

Tuesday’s suspected overdose is the latest in a series of incidents involving the manosphere personality. Last month, Peters was arrested in Florida on suspicion of misdemeanor battery. The Osceola County Sheriff’s Office alleged Peters instigated a fight between his girlfriend, Violet Lentz, 24, and a 19-year-old influencer in February at a short-term rental in Kissimmee, Fla.

The Florida Fish and Wildlife Conservation Commission launched a separate investigation into another of Peters’ videos involving an alligator in the Everglades.

In that video, the influencer appears to come across what is seemingly the carcass of an alligator floating in the water and shoots it repeatedly. Peters has not been charged with any crime in that incident.

According to Peters’ Kick live stream, the influencer is headed back out Wednesday night to celebrate Miami’s Bacara Club streaming launch party.