steyer campaign

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 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.”

A briefing memo obtained by The Times appears to support former Rep. Katie Porter’s accusation that a Tom Steyer staffer leaked a video of her yelling at an employee, an outburst that tainted her gubernatorial prospects when the video became public.

The video, which was obtained in October by Politico, showed Porter erupting at a staff member who appeared in the background of a prerecorded Zoom call between the former congresswoman and then-Energy Secretary Jennifer Granholm.

During a nationally televised interview on CNN by Dana Bash on Monday, Porter accused the Steyer campaign of leaking the damaging video.

“I am confident that is the case,” Porter said after Bash asked how she knew Steyer was the source. “I’ve been told by many people it’s a Department of Energy video, it was only held by the Department of Energy, and people can follow the trail to who his campaign staffers are and understand what happened there.”

Following the CNN interview, Steyer’s campaign denied that the candidate was involved with the leak.

Gubernatorial candidate Tom Steyer hosts an “LA Block Party” campaign event Wednesday at East Los Angeles College in Monterey Park. Rocky Mosse, 9, waits his turn for a photo with Steyer.

(Robert Gauthier/Los Angeles Times)

“Tom has nothing to do with that video,” Steyer campaign spokesperson Sepi Esfahlani said after Porter levied the accusation on Monday. “This is an attempt from Katie Porter to deflect from her past mistakes. Katie Porter only has one person to blame for her standing in the race, and it’s herself.”

According to a briefing memo from the meeting obtained by The Times, Steyer spokesman Kevin Liao was listed as an “expected participant” on the video call between Granholm and Porter, which took place on June 21, 2021, and was filmed to promote electric vehicles by the Biden administration. Granholm and Liao were the only participants listed from the Energy Department, according to the document obtained by The Times.

“This is a 20 minute recorded Zoom with Energy Secretary Jennifer Granholm to discuss the importance of investing in electric vehicles,” the document apparently prepared for Porter and her staff states. “Kevin Liao, Granholm’s press secretary, reached out to set this up. His team will edit this video down into a 2-3 minute clip for social media. Secretary Granholm will have a whiteboard, as noted in the script.”

The edited video conversation was posted on the U.S. Department of Energy’s Facebook page in early July 2021. Politico reported that the Porter staff member snapped at by the congresswoman was not the source of the video provided to the news outlet.

The clip from the Porter-Granholm call was the second unflattering video of the candidate to surface last fall. Days earlier, another clip began to circulate, showing Porter threatening to end an interview with CBS California reporter Julie Watts after becoming frustrated by Watts’ questioning.

U.S. Secretary of Energy Jennifer Granholm speaks during the UNFCCC COP29 Climate Conference in Baku, Azerbaijan, in 2024.

(Sean Gallup / Getty Images)

The pair of videos prompted her Democratic rivals in the gubernatorial race to question Porter’s temperament, a criticism that has continued to linger during debates and throughout the hotly contested campaign. Though Porter became well-known for her blunt questioning of witnesses in Congress, her brusque style has not translated to broad support in California’s 2026 governor’s race.

Before the videos became public, Porter had a narrow edge in the race, according to a poll by UC Berkeley’s Institute of Governmental Studies, though many voters at the time remained undecided. Though Porter has continued to hover in the upper tier of gubernatorial hopefuls, she currently trails behind two Democrats — Steyer and former Biden cabinet member Xavier Becerra — and one Republican, former Fox News host Steve Hilton.

The UC Irvine law professor has repeatedly said she apologized to the employee, who spent four more years working in Porter’s congressional office. Dozens of former staffers also came to her defense in an open letter last month.

Liao declined to comment when reached Wednesday evening. He is a primary spokesman for Steyer’s campaign and sent the press release announcing the San Francisco billionaire’s campaign for governor in November. Granholm, when reached via text message, denied leaking the video and said she did not know who did.

According to his LinkedIn profile, Liao, a Los Angeles-based political consultant, worked as Granholm’s press secretary from January through October 2021, during the time the Porter video was recorded. In 2024, he founded Frontrunner Strategies, a consulting firm which has been paid more than $45,000 by Steyer’s campaign, according to campaign finance records.

Porter’s campaign declined to comment on the document.

Voting is underway in the primary election to replace Gov. Gavin Newsom, who is term-limited and exploring a 2028 presidential bid.

A Wednesday Emerson College poll showed Democratic former U.S. Health and Human Services Secretary Xavier Becerra leading with 19%, followed by both Republican former Fox News host Steve Hilton and Steyer at 17%. Riverside County Sheriff Chad Bianco, a Republican, had support from 11% of likely voters and Porter had 10%. San José Mayor Matt Mahan, former Los Angeles Mayor Antonio Villaraigosa and state Supt. of Public Instruction Tony Thurmond were in single digits. Twelve percent of voters were undecided, according to the poll.

Top candidates, with the exception of Thurmond, are slated to appear in a Thursday night debate hosted by CBS California and the San Francisco Examiner.