South Dakota Governor Kristie Noem (R) is in hot water after sharing an unusual testimonial about dental work she received in Texas.

The governor was sued for deceptive advertising after she posted a five-minute infomercial praising Smile Texas for giving her "a smile I can be proud of and confident in."  

The video has raised eyebrows at a time when Noem is rumored to be angling for the vice presidency.

Noem under fire for dental advertisement

According to a lawsuit filed in Washington D.C. by Travelers United, Noem "advertised a product or service without disclosing that she has a financial relationship with that company."

Noem praised Smile Texas for their "absolutely phenomenal" work in the video, which features close-ups of the governor's new teeth.

“This is a misleading and deceptive advertising case,” the lawsuit states.

“She did not let her followers know when [she] is advertising on behalf of a brand,” it adds. “Travelers United is taking action to force her to make corrective disclosures on all social media posts where she promotes products or services.”

I love my new family at Smile Texas! The video says it all, and I am so grateful for their help fixing my smile for me. 😊🙌🏼😊 pic.twitter.com/z2kTmiY8td

— Kristi Noem (@KristiNoem) March 12, 2024

The testimonial was promoted by Smile Texas in an Instagram post praising Noem as a "gracious leading lady" who "just received an executive, feminine, beautiful smile here at Smile Texas."

Democrats open investigation

In the clip, Noem explains that she lost her front teeth in a biking accident years ago and thanks Smile Texas for helping restore her confidence with their "absolutely phenomenal" work.

“I love that my bite is better, that my teeth are a better shape, that they feel better in my mouth,” Noem says.

Noem cites her role as a public official as a reason for wanting to maintain an "appealing" appearance.

If Noem ever became vice president, she would be in the public eye even more than she is now - but that's a problem she may never have if backlash over her infomercial is significant enough to sink her VP ambitions.

Democrats in South Dakota have called for an investigation into the advertisement.

“I just thought it was a very strange video about how much she enjoyed having her teeth done at that particular place,” said State Sen. Reynold Nesiba, a Democrat.