A tightening California governor’s race is now mired in dueling accusations of shadowy influencer cash and questionable online tactics that leave voters wondering what, if anything, they can trust on their screens.
Story Snapshot
- State regulators are probing a Steyer-paid influencer video that allegedly hid a $10,000 campaign payment.
- Tom Steyer’s team claims pro‑Becerra creators pushed sponsored content without telling followers they were on the campaign’s dime.
- Xavier Becerra’s campaign denies ever paying influencers, while at least one creator also denies taking money.
- Loophole‑ridden California disclosure rules leave voters exposed to stealth propaganda disguised as “authentic” posts.
Influencer Cash, Hidden Disclosures, and a Race Shrouded in Spin
California’s governor contest between Democrat heavyweights Tom Steyer and Xavier Becerra has become a case study in how political elites quietly weaponize social media influencers while voters are kept in the dark. State regulators at the California Fair Political Practices Commission are investigating at least one video by influencer Isaiah Washington, known online as @zaydante, after he allegedly failed to disclose a $10,000 payment from Steyer’s campaign for a now‑deleted post praising the billionaire candidate.[2][3] That investigation was triggered by a formal complaint.
Campaign finance filings show that video was not a one‑off. Reports say Steyer’s team paid more than $123,400 to at least eight influencers in just a few months, turning TikTok and other platforms into paid battlegrounds where political messaging can look like ordinary chatter from a favorite creator.[2][3] The New York Times, cited in CalMatters reporting, found Steyer shelled out $100,000 to Texas‑based Latino mega‑influencer Carlos Eduardo Espina, who then publicly endorsed him to an audience of more than 14 million followers.[2][3] None of this is inherently illegal, but it becomes dangerous when disclosure is muddled or missing.
Steyer Fires at Becerra, Alleging Undisclosed Sponsored Praise
After landing under the regulator’s microscope, Steyer’s campaign responded with its own attack, filing a complaint accusing creators who backed Xavier Becerra of quietly cashing checks from his campaign while posting glowing content that looked grassroots.[1] The complaint names Jay Gonzalez and Maggie Reed, alleging they produced multiple pro‑Becerra posts on Instagram and Facebook that originally lacked any sponsorship labels and were later edited to mention that the Becerra campaign had sponsored the material. Steyer’s filing also claims Becerra’s team failed to disclose payments to these influencers in its official campaign reports.
California law, signed by former Governor Gavin Newsom in 2023, requires social media creators to clearly tell their audiences when a campaign pays them and to identify who funded the content.[3] Creators carry the legal duty to disclose inside the post itself, while campaigns are supposed to notify any influencer they hire about that obligation. Regulators lack strong penalties, but the Fair Political Practices Commission can haul offenders into court to force compliance. In practice that means lawyers wrangle over paperwork while millions of voters may never realize a “spontaneous” video was, in reality, purchased propaganda.
Becerra’s Denials and the Murky Question of “Fake” Supporters
Becerra’s camp has flatly rejected Steyer’s allegations, insisting it has “never paid a single creator for content” and specifically denying making payments to the named influencers for posts.[2] Maggie Reed likewise stated she has never accepted nor been offered money from Becerra’s campaign, directly contesting the claim that she was on the payroll.[1] Becerra’s team says Jay Gonzalez is a paid digital strategist, not a hired influencer, leaving ambiguity over whether his pro‑Becerra posts were staff messaging, independent advocacy, or compensated content that should have been labeled as sponsored.[2]
The fight has fueled talk of “fake” or inauthentic accounts boosting Becerra, but the public record so far does not provide technical proof of bots or sock‑puppet networks. The available reporting describes undisclosed paid posts, contested relationships, and complaints, not forensic evidence that accounts are automated or impersonating others.[1][2][3] That gap matters. Conservatives know the left and their media allies like to jump from allegation to assumed guilt, but here the real story is how easily campaigns can blur the line between genuine supporters and paid promoters while staying just inside the rules.
Loopholes, Democrat Machine Politics, and Lessons for Voters Nationwide
CalMatters reports that Steyer’s campaign was also routing money through a digital media agency called Group Project Digital, paying more than $870,000 while the firm recruited creators with shifting terms.[3] An initial listing reportedly offered $10 per video, but it was later amended to $1,000 per month and now includes a line telling influencers they must disclose payments.[3] That evolution came only after scrutiny, underscoring how campaigns often tighten up compliance only when watchdogs start asking uncomfortable questions. Until then, voters are treated as marketing targets, not citizens deserving transparency.
You know who doesn't buy endorsements, influencer support or fake online accounts?
Xavier Becerra.
Vote & drop off your ballot by June 2nd!
Dropbox locations: https://t.co/DgGmAInAId https://t.co/pnEj096tam pic.twitter.com/YyVjfDWmtJ
— Leia (@TheSWPrincess) May 19, 2026
Conservatives watching from outside California should see a warning for the entire country. Democrat campaigns in the one‑party coastal strongholds have turned social media into a semi‑secret ad channel, where “relatable” creators sell candidates like consumer products, shielded by weak disclosure laws and friendly media ecosystems.[2][3] When regulators finally step in, the process drags on for months, denials are amplified, and voters never get a simple accounting of who paid whom. The only reliable defense is an informed, skeptical public.
Sources:
[1] YouTube – California governor race sees dueling allegations over …
[2] Web – California investigates Steyer influencer payments – CalMatters
[3] Web – Can you trust that post about Tom Steyer? How paid influencers are …
