California is considering a crackdown that would fine content creators who do not disclose they were paid to post political content. The issue is highlighted by an Instagram video by Los Angeles-based influencer Shaka Smith in late spring ahead of California’s gubernatorial primary, where he tells followers who he is voting for and why.
In the video, Smith includes a disclaimer that the post is an ad and states he was paid by Tom Steyer’s campaign. The reporting notes that California is one of two states—along with Texas—that have adopted disclosure requirements for political advertising by influencers and creators. Campaigns have increasingly used both major celebrities and smaller creators to reach voters, sometimes with narrow or tailored audiences.
While outlets agree on the core policy direction and the Smith example, their coverage frames the same development at different levels of detail. One outlet describes the campaign strategy shift toward smaller creators, while another focuses more directly on the state’s consideration of fines and the primary-timing context.
