Bloomberg’s payments to social media influencers raise different issues. To reach millions of potential voters, the campaign is paying Instagram influencers who run meme pages —which post humorous images, videos or texts that spread rapidly among internet users.

“While a meme strategy may be new to presidential politics, we’re betting it will be an effective component to reach people where they are and compete with President Trump’s powerful digital operation,” said Singh, Bloomberg’s spokesperson.

The influencers don’t fall under the disinformation debate, at least to date, but they’ve reignited a separate one about government regulation of campaigns’ use of social media. Bloomberg’s campaign said it follows Federal Trade Commission guidelines, telling the influencers it pays to disclose that Bloomberg paid for the content they’re posting.