In a recent development, the Texas Ethics Commission has given initial approval to a proposal that would require social media influencers to disclose if they are being paid to share or create political advertisements. This move comes after a secretive and politically connected company called Influenceable LLC was exposed for paying internet influencers to defend Attorney General Ken Paxton ahead of his Senate impeachment trial.
The proposed rule is expected to be finalized at the commission’s next meeting in June. While the commissioners did not mention Influenceable by name, the agency’s general counsel confirmed that the rule change was in response to at least one business that paid social media users for undisclosed political messaging. This revelation indicates that there is a genuine concern about the influence and impact of paid political posts on social media.
Influenceable made headlines last year when it attempted to sway public opinion by paying Gen Z social media influencers with millions of followers to claim that Paxton was the victim of a witch hunt. Additionally, they flooded social media platforms with posts accusing House Speaker Dade Phelan, who authorized the House investigation, of being a drunk. It is worth noting that Influenceable has deep connections to prominent GOP groups and figures allied with Paxton.
The company has a partnership with Campaign Nucleus, a political messaging platform owned by Brad Parscale, who led former President Donald Trump’s digital campaign strategy in 2016 and 2020. Furthermore, Influenceable sponsored an event attended by Midland billionaire Tim Dunn and his son, David, who have been major funders of Paxton’s political career. Dunn and another West Texas oil tycoon, Farris Wilks, were the main financiers behind Defend Texas Liberty, a political action committee that gave $3 million to Lt. Gov. Dan Patrick before his presiding over Paxton’s Senate trial.
Campaign finance records reveal that Defend Texas Liberty also gave $18,000 to “Influencable LLC,” a misspelling of Influenceable, shortly before the Texas House made its investigation into Paxton public. Following this payment, numerous prominent influencers flooded social media platforms with pro-Paxton posts. Some influencers were offered $50 to share posts about a film that claimed the Texas House is secretly controlled by Democrats and “Republicans In Name Only” (RINOs) who aim to destroy conservatives. The film was produced by Texas Scorecard, a conservative website funded by Dunn and Wilks.
These tactics employed by Influenceable drew outrage from some Republicans, including Rep. Tom Oliverson, who called for an investigation into the company’s activities. In light of these revelations, Oliverson and other Republicans have expressed a desire to reform the state’s ethics and political advertising rules. Dunn and Wilks, who have been linked to Influenceable, spent more than $3 million on far-right primary candidates through a new political action committee called Texans United For a Conservative Majority.
The revelations surrounding Influenceable and its connections to prominent GOP figures highlight the need for greater transparency in political advertising on social media platforms. The proposed rule by the Texas Ethics Commission is a step in the right direction to ensure that paid political posts are clearly disclosed. It is crucial to maintain the integrity of political discourse and protect the public from potentially misleading or manipulative content.
As we move forward, it will be interesting to see how influencers and social media platforms respond to this proposed rule. The influence of social media in politics cannot be underestimated, and it is essential that users are aware when posts are sponsored or paid for by political entities. Transparency is key in maintaining trust and accountability in our democratic processes.
The Texas Ethics Commission’s decision to address this issue demonstrates a commitment to upholding ethical standards in campaign finance. By shining a light on the undisclosed political messaging tactics employed by certain businesses, they are taking a proactive stance in protecting the integrity of political discourse in Texas. With the potential finalization of this rule in June, Texas could set an example for other states to follow in ensuring transparency in political advertising on social media platforms.
