RALEIGH, N.C. — A candidate in North Carolina can pay a social media personality to talk up a campaign, and nothing in state law requires that post to tell viewers money changed hands.
The gap comes from how the state defines a political advertisement. State statute 163-278.39 requires a disclosure legend on any reportable political spending that takes the form of an ad, including independent expenditures and electioneering messages, but only when it runs in print media, on radio or on television. The state elections board says plainly in its guidance that internet and social media ads currently need no disclosure.
Print media in the statute covers billboards, cards, newspapers and inserts, magazines, mass mailings, pamphlets, fliers, periodicals and outdoor advertising. Since Dec. 1, 2021, any sign or display larger than 50 square feet counts as a billboard, while yard signs and posters of 50 square feet or less are exempt.
Where the rule applies, the legend must name the sponsor with a Paid for by statement, using the exact committee name on file with the state when a political or referendum committee pays. Print ads backing a candidate must also say whether that candidate authorized them. Individuals spending less than $1,000 on independent expenditures are exempt.
Paid influencer work has already turned up in this cycle’s campaign finance filings. Evonne Hopkins, the Democratic challenger in state House District 35, reported a $700 payment for influencer coordination to a group that matches social media creators with paid chances to discuss issues and candidates across North Carolina.
Voters appear to want a change. In an October statewide poll of likely voters, 83.4% favored making social media personalities reveal paid backing for a candidate, 8.9% opposed the idea and 7.7% were unsure.
House Democrats tried to extend the disclosure requirement to digital political ads in broad election bills filed in 2023 and 2025, but neither measure was ever heard in committee. Just four states have rules forcing influencers to reveal paid political content, and those apply to state and local races, not federal ones.
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Filed under: Raleigh NC Politics News
