Influencers who monetize their political support: The controversy in the California governor's race

Carlos Eduardo Espina began posting Spanish TikTok videos during the Covid pandemic explaining immigration and political issues in a casual style for Hispanics in the United States. He grew to millions of followers across multiple platforms and drew interest from politicians seeking access to his audience. He posted content praising California gubernatorial candidate Tom Steyer and appeared with Steyer at campaign events in Los Angeles and San Diego. Espina later announced he had been hired by Tom Steyer, stating the endorsement was monetized for $400,000. The case fueled controversy over influencer use in political campaigns that can create the impression of organic support without clear disclosure of financial compensation. California and Texas disclosure laws took effect in 2024, while federal regulators still rely on frameworks that fit social media less well.

"Finally, the Uruguay-born, U.S.-raised influencer posted a video with an announcement that evidenced Steyer's new prominence in his content: I have a new job I have been hired by Mr. Tom Steyer. For $400,000, he had monetized his endorsement of the multimillionaire candidate for California governor. This case fuels the growing controversy over the use of influencers in political campaigns that aim to give young voters the impression that these endorsements are organic and reflect personal convictions, without transparently disclosing that there is financial compensation behind them."

"In recent months, he has posted videos praising the proposals of California gubernatorial candidate Tom Steyer, and others where he is seen with Steyer at campaign events amid selfies, greetings to supporters and reggaeton music in Los Angeles and San Diego. Finally, the Uruguay-born, U.S.-raised influencer posted a video with an announcement that evidenced Steyer's new prominence in his content: I have a new job I have been hired by Mr. Tom Steyer."

"It is a relatively new trend, and legislation is lagging behind. It was not until 2024 that laws took effect in California and Texas requiring content creators to disclose whether their posts were funded by a candidate or campaign. At the federal level, by contrast, agencies such as the Federal Election Commission (FEC) and the Federal Trade Commission (FTC) still operate under older regulatory frameworks that do not apply well to social media or political advertising."

"A story in The New York Times scrutinized an initial payment of $100,000 that Steyer gave the influencer. Later, Espina himself revealed that he expected to be paid a total of $400,000, a figure confirmed to this outlet by the candidate's campaign managers. Not everything has been paid yet, but I"

Read at english.elpais.com