Governor Kristi Noem sued over video promoting dentists who fixed her teeth

South Dakota governor Kristi Noem, a contender to be named Donald Trump’s presidential running mate, was sued over a video in which she promoted a cosmetic dentistry company showing off work on her own teeth.

Travelers United, a consumer advocacy group, filed suit in Washington DC on Wednesday, accusing Noem of “advertis[ing] a product or service without disclosing that she has a financial relationship with that company”.

The aim, the group said, was to “force” Noem to “make corrective disclosures on all social media posts where she promotes products or services”.

In the five-minute video, Noem says: “I’m the governor of South Dakota and had the opportunity to come to Smile Texas to fix my teeth, which has been absolutely amazing.”

Saying her teeth needed fixing after a biking accident, Noem says she consulted Smile Texas – a Houston company which advertises itself as “Official Dentist of the Miss Texas USA Pageant” – “several years ago … by Zoom” but could not find time for an appointment.

Having found the time, and singing the praises of Dr [Bret] Davis and Dr [Mackenzi McAfee-]Dooley, Noem says the company “finally gave me a smile I can be proud of and confident in” as she pursues her career in politics, “where everything is speaking and interviews and giving speeches.

“I want when people look at me to hear the words that I say and not be distracted by something that I’m wearing or how I look or even my appearance. I want them to focus on my thoughts and ideas and what we can do to really make this country better.

“So for me being able to have a confident smile and have my teeth be something that’s not a distraction, but actually is appealing to people will be helpful because I think that it’ll make sure that we’re focused