Paid political influencers rake in thousands as campaigns quietly buy social media endorsements

Online influencers are increasingly being paid by political campaigns and outside groups to promote candidates, with some payments not publicly disclosed to their audiences.

Political campaigns are seeing social media as an essential way to reach voters, particularly as Americans spend more time on platforms such as TikTok. Unlike traditional advertising, however, the rules governing paid influencer endorsements lack a strong legal outline. There is currently no federal regulation that requires social media influencers to disclose payments for political support, and only a few states have such requirements. As a result, influencers in many cases can endorse candidates while receiving payment without telling their followers.

The New York Times recently explained this growing practice. The report cited left-wing influencer Josh Greene, who hosts his own podcast and has nearly 800,000 followers. Greene has used his platform to promote dozens of Democratic primaries, describing some as “the most viable” option and even telling his audience “this candidate is for you.”

The Times found that records show Greene has received money from at least seven politicians or outside groups supporting them. He recently received payments from a super PAC connected to Democratic Senate nominee Abdul El-Sayed in Michigan. Greene also received $21,500 from former California gubernatorial candidate Tom Steyer. 

“It’s completely out of control,” explained Suzanne Lambert, a progressive influencer who has over 1.3 million followers. She said that while she has promoted candidates whom she favors, she has “never taken a cent” for endorsement. 

“People don’t know what’s real anymore,” she added.

Greene defended influencers accepting payments, saying he only accepts money from candidates whom he would have supported regardless. 

“I turn down offers every single day because I’m not going to take money from any place if I don’t agree with it,” he said. “If anything, we do need more clear transparency laws so that creators like myself aren’t confused.”

California, where Greene lives, requires paid political posts on social media to be disclosed. During the governor’s race, paid influencers were a big factor. Steyer paid 17 influencers at least $5,000 each. Katie Porter also paid 12 influencers a total of $139,500. 

According to The Times, three TikTok posts supporting Porter were paid for but did not contain disclosures. Other posts reportedly included disclosures that were difficult to find because they were hidden in the comment section and flagged as  “potentially offensive or disturbing.” TikTok’s terms of service prohibit paid political advertising.

Porter responded by saying that “nothing was paid for and posted without review and coordination and compliance with all law.”

Only four states have laws or regulations that require influencers to disclose paid political messaging. However, such disclosures apply to state and local races only. While regulations have been proposed to the FEC, no such action has been taken.

The Federal Trade Commission, which generally requires influencers to disclose paid commercial endorsements on social media, makes an exception for political messaging.