South Dakota Governor Kristi Noem is currently embroiled in a lawsuit over a video she shared on social media to endorse a cosmetic dental business in Texas. The popular conservative figure is accused of not disclosing her financial ties with the company.

Noem’s trip to Texas for a dental procedure was recorded and shared on her Instagram, sparking some controversy. The legal proceedings were triggered when Travelers United, a consumer advocacy group, lodged a case against her in Washington, D.C. The group argues that Noem engaged in misleading advertising practices by failing to make clear her financial relationship with the dental office.

The video clip, a five-minute depiction of the governor’s visit, was posted to several outlets a day before the lawsuit was filed. Not only are consumer advocates taking notice, but Democratic lawmakers are expressing concern as well, with one legislator requesting an inquiry into Governor Noem’s promotional endeavour.

Noem’s actions are seen as a potential ethical breach given her position as a public official. As the lawsuit progresses, it remains to be seen how these allegations will impact her standing within the political sphere.