South Dakota Governor Kristi Noem faced a lawsuit on Wednesday, potentially cleaning the smile off her face. In a highly produced video shared on various social media platforms earlier in the week, including Facebook, Instagram, X, and Truth Social, Noem promoted her dental work at Smile Texas.
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However, the video has landed her in hot topic, as Travelers United filed a lawsuit accusing her of false advertising. The nonprofit claims that Noem, acting as a social media influencer, failed to disclose that the video was an advertisement and suggests that she was paid for it.
Additionally, the lawsuit argues that the undisclosed ad promotes a form of medical tourism due to Noem having her treatment done in Texas.
Noem has yet to address questions surrounding her recent infomercial-style testimonial video for Smile Texas, a cosmetic dentistry firm in Houston. The video, which runs nearly five minutes, features images of her speaking at a political rally and has raised concerns about whether she received payment or discounts for the work.
Additionally, a lawsuit filed by Travelers United accuses Noem of participating in an undisclosed advertisement for the dental practice.
I love my new family at Smile Texas! The video says it all, and I am so grateful for their help fixing my smile for me. 😊🙌🏼😊 pic.twitter.com/z2kTmiY8td
— Kristi Noem (@KristiNoem) March 12, 2024
In the video, Noem opens up about her insecurities regarding her teeth, explaining that a bicycle accident years ago led to the loss of several teeth. She tearfully describes her reaction to seeing her new smile from Smile Texas. Noem's political team has remained silent on the matter.
The lawsuit highlights that the video concludes with Smile Texas' logo and features many comments from followers accusing the South Dakota governor of releasing an undisclosed advertisement.
Currently, Noem's smile is showcased in a string of television ads promoting her "Freedom Works Here" workforce recruitment initiative, which has incurred a cost of approximately $5 million and has drawn criticism from several South Dakota leaders across party lines. Concerns raised involve unclear measures of success and the questionable awarding of the campaign contract to a firm with connections to Ohio, the same one that advised on her reelection campaign in 2022.
The CEO of the firm, Benjamin Yoho, also held the same role in Vivek Ramaswamy's 2024 presidential campaign.
Noem, a passionate supporter of MAGA World, is among those being considered by former President Donald Trump as a potential running mate for the 2024 presidential election.
She publicly endorsed him for president last year and reaffirmed her support at a recent bill-signing event. When asked by a high school student if she planned to be vice president, Noem responded with a smile.
