In a captivating vertical video, brightly lit and professionally produced, a patient shares her journey to SmileTexas, located near Houston. She traveled from another state, seeking to transform her smile that had been affected by a biking accident years ago. The moment she saw her new smile, she was moved to tears.
The video, which can be enjoyed even on mute as you scroll through social media, captures the patient’s heartfelt gratitude. “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,” the caption reads, spreading across various social media platforms.
This story could have been shared by any of SmileTexas’s patients, who range from celebrity chefs and influencers to pageant contestants, professional athletes, and reality stars. They’ve all chosen SmileTexas for their dental needs, appearing in promotional content for the clinic.
However, the latest testimonial comes from a notable figure, Kristi L. Noem, the Republican governor of South Dakota. She is seen as a potential vice-presidential candidate alongside former president Donald Trump for the 2024 elections.
Bret Davis, the dentist who worked on Governor Noem, praised her on Instagram. “This gracious leading lady @govkristinoem just received an executive, feminine, beautiful smile here at Smile Texas,” he wrote. He promised to share more about how they achieved this stunning smile for the “gracious, calm, and courageous patriot.”
The video, shared on the governor’s social media accounts, sparked a wave of criticism, a lawsuit, and talks of an ethics inquiry. Questions arose about whether she participated in an undisclosed advertisement or used state resources for personal gain.
Despite reaching out, two spokespeople for Noem did not respond to requests for comment.
SmileTexas, located over 1,000 miles from the South Dakota governor’s mansion, is known for its work with influencers and out-of-state patients seeking to enhance their smiles. The clinic specializes in cosmetic dentistry and dental implants, boasting luxurious amenities like an in-house pianist and a dedicated filming room. It also promotes travel to the clinic, providing information on local accommodations and transportation services.
Interestingly, Federal Election Commission data reveals that two dentists from SmileTexas, including Davis, have supported Republican candidates, including Trump, through donations over the years.
A recent lawsuit by the nonprofit Travelers United targets Noem’s promotion of medical tourism. The lawsuit questions whether she properly disclosed her involvement in the advertisement and if she received any compensation for the services in Texas.
Lauren Wolfe, representing Travelers United, stated that if Noem could prove she paid full price for the services with a basic receipt, they would be willing to drop the case.
Alexandra Roberts, a law professor, highlighted the Federal Trade Commission’s strict guidelines for social media influencers. These guidelines mandate the disclosure of any material benefits received, ensuring transparency and honesty in promotional content.
In South Dakota, there’s a growing call for an inquiry into Governor Noem’s trip. State Senator Reynold Nesiba has raised concerns about the use of public funds for the trip and its potential political motives.
Despite varying levels of interest among committee members, the issue of Noem’s trip and its implications continues to stir debate.
This isn’t the first time questions have been raised about Noem’s actions in office. A previous legislative report found that her daughter received preferential treatment in obtaining a real estate appraiser’s license in 2020.
Senator Nesiba also pointed out the irony in Governor Noem’s trip to Texas for dental work, given her efforts to promote South Dakota as a place with job opportunities, including in the dental field.
Since the SmileTexas video controversy, Governor Noem has shared videos promoting local businesses in South Dakota, showcasing her support for the state’s economy.
At an orthotics store in Rapid City, she shared her experience getting new shoe inserts, joking about becoming the “Bionic Woman.” In Spearfish, she praised a local coffee shop, emphasizing its quality and patriotic spirit.