“In my opinion, I was given a lot of money to endorse a political party. Like, millions,” internet resident Tana Mongeau told her podcast host last month. “Then I was told about the alleged list of other promoters who had already accepted money to do the things that I was given to do.”
Activists and Internet users are paid on behalf of groups that support Vice President Kamala Harris or former president Donald Trump to pay for your vote. These content creators, whose usual routines include posting pranks and makeup looks, are instead earning thousands—or sometimes millions—with a single TikTok or Instagram post. Mongeau added, “It’s not one or two. There are hundreds. Allegedly, like both political parties, that is what it is.”
During the 2024 election campaign, both parties have turned heavily to podcasters, influencers, and other internet personalities to try to meet their core, engaged fans where they are. “There are only 22 days left to vote, so go vote,” organizer Mike Angelo said in a recent Instagram video to his 744,000 followers. The document clearly notes that Angelo was paid by the Democratic Alliance political committee for this position—a fact he was not legally required to disclose.
Unlike the political ads that run on TV or the non-political sponcon that make up the majority of campaigners’ feeds, content creators are not required by law to disclose if they have been paid to endorse a candidate on their page, the Federal Election Commission ruled earlier this year. Although the exact numbers vary depending on the size of the following and involvement, People First, the firm hired by the Harris campaign, paid influencers anywhere from $200 to $100,000 for political positions this year, according to the report. Washington Post.
With more Americans getting their news on TikTok and those under 30 almost as likely to trust information from social media as national news outlets, this lack of transparency further muddies the muddy waters of many political campaigns.
Earlier this year, the progressive nonprofit Brennan Center for Justice asked the Federal Election Commission (FEC) to ensure that communications from paid lobbyists contain disclaimers so voters know who paid them. However, critics are concerned that the new restrictions on activists could limit their right to free speech online.
Ultimately, the FEC ruled that while campaigns need to disclose when they pay social media companies to promote an influencer’s posts to a wider audience, there is no government requirement for influencers to disclose whether or not they were paid. The next time you see your favorite influencer do a sharp 180 on political content, take what they say with a grain of salt.
