California Considers Fines for Influencers Who Don’t Disclose Political Campaign Payments

California lawmakers are moving to impose financial penalties on content creators and political campaigns that fail to disclose paid endorsements, marking an escalation in efforts to regulate influencer-driven political messaging. Democratic Assemblymember Marc Berman introduced legislation that would empower the state’s Fair Political Practices Commission to levy fines of up to $5,000 per violation, streamlining enforcement beyond the current court-order process that can take months.

The state joins Texas in requiring disclosure when influencers post paid political content, though California is now pursuing teeth to back up its 2023 law. Campaigns increasingly partner with smaller creators having fewer than 100,000 followers to reach targeted audiences, a shift that has raised transparency concerns as midterm and presidential races approach. Democratic strategist Mike Nellis said campaigns unable to mobilize creator networks risk falling behind competitors.

High-profile cases of undisclosed payments have fueled the push for stricter rules. In 2022, John Fetterman’s Senate campaign paid Nicole “Snooki” Polizzi without clear disclosure, while conservative-linked operatives paid creators in 2023 to defend Texas Attorney General Ken Paxton without transparent compensation acknowledgment.

Billionaire Democrat Tom Steyer faced criticism for his influencer spending during his unsuccessful gubernatorial bid, though many creators he engaged did disclose payments. Los Angeles-based influencer Shaka Smith, who posted endorsements for Steyer after receiving thousands of dollars, said his followers trusted his voice and the content likely influenced their views.

Smaller creators express concerns about enforcement burden, warning that legal costs could disproportionately harm those trying to earn income through sponsored posts. Saurav Ghosh of the Campaign Legal Center emphasized that transparency remains essential to election integrity, while some influencers support disclosure requirements despite worrying about implementation fairness.