maggie reed

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.

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.

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 FPPC 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.

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.