Proposition 33, a ballot measure funded almost exclusively by car insurance magnate George Joseph, seeks to add a new criteria to calculating insurance rates: coverage history.

Daniel Palay from Consumer Watchdog takes issue with the fact that several of the purported real drivers, and real college students appearing in the Prop 33 ads are actually employees of the campaign's consultant, Marketplace Communications. Furthermore, Palay objects to the employees appearing without any disclosure.

"From what we found online and on the Marketplace Communications web site and Facebook, the actors are employees of the public relations firm hired to run the campaign," Palay said.

"And not only hired, but received more than $500,000 in the last seven or eight months to run this campaign," he added.

Consumer Watchdog has filed a formal complaint with the Fair Political Practices Commission, of FPPC, although state law stipulates that actors must disclose their identity only when they receive a payment of $5,000 or more for their services.