A viral campaign urging San Diego to close or severely restrict access to La Jolla Cove is nearing 35,000 signatures. But many supporters may not realize that influencer Barrett Pall participates in a Change.org program that can pay creators based on petition performance. Pall, a verified influencer with more than 1.3 million Instagram followers, has urged followers to sign his petition, contact San Diego officials and support restrictions at La Jolla Cove and Children’s Pool to protect seals and sea lions. The petition identifies Pall as a paid “Change Ambassador.” According to Change.org’s public recruitment materials, Ambassadors can receive an upfront advance based on audience size, plus approximately 30-50 cents for each qualifying petition signature. Payments may continue monthly for up to a year. Change.org says Ambassadors have earned about $5,000 on average, while top performers have earned as much as $90,000. At 35,000 signatures, 30-50 cents per signature would mathematically equal $10,500-$17,500 before any advance. That is not an estimate of Pall’s earnings. SanDiegoVille has not obtained his contract, and it is unknown which signatures qualify or what terms apply to him. The arrangement creates a potential conflict: each new signature can strengthen Pall’s case with politicians while potentially increasing compensation. Pall has disclosed the sponsorship in some posts. Three of four August Instagram posts reviewed by SanDiegoVille labeled the campaign “sponsored.” However, those disclosures did not explain that Change.org’s program can include compensation tied to petition growth. In private messages, Pall said, “I have in my video caption that change.org sponsored me.” He acknowledged that one recent caption did not include the disclosure, saying he was continuing the fight without Change.org’s backing. When asked about the per-signature compensation structure, Pall called the information “incorrect” and said the alleged “‘payment’ / ‘conflict of interest’ is fully incorrect.” Change.org’s public materials, however, advertise both an upfront advance and performance-based compensation. Without Pall’s agreement, SanDiegoVille cannot determine how much he has received or precisely how his compensation works. Pall later called the allegations a “smear campaign” and warned one critic, “my lawyers will be who you hear from next.” This does not establish that Pall is insincere about protecting marine mammals. But it raises transparency questions as his petition gains influence. More than 100 people attended an August 24 La Jolla Parks & Beaches meeting, where the board backed a compromise rather than Pall’s proposed closure. Swimmers, snorkelers and divers could retain Cove access during sea lion pupping season, while general beach recreation would be restricted. San Diego officials have also said they intend to keep La Jolla Cove open. “The City’s goal is preserving that public access while keeping both people and wildlife safe,” the city said. The central question is whether everyone signing understands that the influencer asking them to do so participates in a Change.org program designed to compensate creators for generating petition signatures. - @sandiegoville