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Picture of woman after cosmetic dentistry procedure.

Second lawsuit filed over Noem’s cosmetic teeth

SIOUX FALLS, S.D.  — A consumer advocacy organization has filed a second civil lawsuit in connection with a video featuring South Dakota Governor Kristi Noem and her teeth.

In March, Noem appeared in an online video touting a Houston area dental practice for their cosmetic dental work that she had done at the dental clinic.

Now, the consumer group, Travelers United, has filed a similar lawsuit against Smile Texas, claiming that both the dental practice and Governor Noem broke the law by not disclosing any compensation.

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In March, Governor Noem posted a lengthy video on her personal social media accounts, including X, telling people about a great experience she had getting her teeth fixed at Smile Texas.

“Hi, I’m Kristi Noem. I’m the governor of South Dakota, and I had the opportunity to come to Smile Texas to have my teeth fixed, which has been absolutely amazing.

“You know, I think that I chose the team here at Smile Texas because they are the best.”

Travelers United claims Noem is a social media influencer and is subject to certain laws that regulate what the group says is “advertising on behalf of a brand.”

“There are a lot of cosmetic dentists in South Dakota, and so to use this particular business, particularly when somebody is the governor, seems extremely odd and raised a lot of red flags,” said a Travelers United spokesperson.

“Both the influencer and the brand are violating the law when these ads are posted without full disclosure of compensation, so it might go on the influencer’s page but the brand can also be held liable.”

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