South Dakota Governor Kristi Noem is facing a lawsuit accusing her of "misleading and deceptive advertising" after posting a viral dental endorsement video on her personal social media platforms. The lawsuit, filed by consumer advocacy group Travelers United, claims that Noem failed to properly disclose a medical tourism advertisement. The suit alleges that Noem advertised a product or service without disclosing her financial relationship with the company. It also accuses her of violating a Federal Trade Commission requirement to label social media posts as advertisements. Noem has not yet responded to the lawsuit.

Noem, a Republican who has been considered a potential vice presidential pick for former President Donald Trump, faced criticism and widespread scrutiny after sharing the dental endorsement video. The video, styled like an infomercial, featured Noem praising the cosmetic dental office Smile Texas for fixing her teeth and giving her a smile she can be proud of. Noem sought the dental procedure due to a biking accident that caused her to lose some of her teeth. The video was shared on Noem's personal social media accounts without any disclosure that it was an advertisement.

Following the lawsuit, North Dakota State Sen. Reynold Nesiba, a Democrat, called for an investigation into Noem's viral dental video. Nesiba requested that the issue be added to the agenda for the next meeting of the state legislature's Government Operations and Audit Committee. The lawsuit and Nesiba's call for an investigation have raised questions about Noem's actions and potential conflicts of interest.

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The lawsuit against South Dakota Governor Kristi Noem highlights the importance of proper disclosure in advertising, particularly on social media platforms. Noem's viral dental endorsement video has drawn scrutiny and backlash, leading to calls for an investigation into her actions. As the lawsuit unfolds, it remains to be seen how Noem will respond and what impact it may have on her political career.