South Carolina prohibits state funds for advertisers using media monitors

South Carolina has enacted a new rule within its 2026-27 state budget that prohibits state agencies from using taxpayer funds to contract with advertising agencies or contractors that utilize media reliability monitors. Signed into law by Governor Henry McMaster, the provision is known as Proviso 117, or “Media Reliability Monitoring.”

The rule defines a media reliability monitor as any entity whose primary function is to rate or rank news and information services based on factual accuracy, misinformation, bias, or journalistic ethics. This definition specifically includes organizations engaged in fact-checking. The provision aims to prevent what proponents call “media blacklists,” where organizations like NewsGuard, Ad Fontes Media, and the Global Disinformation Index provide ratings that can cause advertisers to avoid certain news outlets, particularly conservative media.

The proviso is set to expire on June 30, 2027. It includes specific carve-outs for audience size, viewership and demographic ratings, press and video clipping, and news aggregation for public relations purposes to ensure standard media buying machinery remains unaffected.