Gov. Noem sued by consumer watchdog group over Texas dentist video

South Dakota Governor Kristi Noem is being sued over an online video post endorsing a Texas dentist.

Consumer advocacy group Travelers United filed the lawsuit Wednesday in Washington, D.C. It accuses Noem of “misleading and deceptive advertising.”

They say Noem failed to properly disclose a medical tourism advertisement that she posted on all of her personal social media platforms.

Noem initially shared the video Monday night. The governor is featured in the video which is styled like an infomercial.

In the video, she praises “the team at Smile Texas,” a cosmetic dental office in Sugar Land, Texas. Noem says they gave her a smile that she “can be proud of.”

Smile Texas posted the video on their Instagram account.

The lawsuit alleges that Noem, “advertised a product or service without disclosing that she has a financial relationship with that company.” It also accuses the governor of violating a Federal Trade Commission requirement that social posts disclose whether they are advertisements or not.

Noem’s office has not commented.

Democratic State Senator Reynold Nesiba has called for a legislative investigation into Noem’s viral dental video.


March 3, 2024