President Donald Trump directed the use of taxpayer funds to produce and air television commercials praising his presidency, according to multiple sources familiar with the matter. The ads, financed through a $20 million contract funded by the Department of Homeland Security (DHS), have been broadcast on major cable and network channels including Fox News, CNN, MSNBC, CBS, ABC, and NBC. One spot aired during high-profile programming such as “Meet the Press” and weekend football games on Fox.
The decision to use government money for the campaign originated with Mr. Trump, who instructed Russell T. Vought, director of the Office of Management and Budget (OMB), to identify funding for the advertisements within the federal budget. Following legal consultations from OMB and White House counsels, the funds were allocated from DHS, specifically Customs and Border Protection (CBP). The contract for the ads was awarded on September 20 to LMD, a Maryland-based marketing firm, with airtime purchased by a related company, LMO.
The White House characterizes the commercials as public service announcements aimed at encouraging patriotism and awareness of national security. Officials emphasize that the ads do not include any direct appeal to vote for any candidate and note that Mr. Trump is not currently a candidate for office. The campaign position counters criticism from some Democrats and Republicans who have voiced concerns that using taxpayer money to promote a former president may violate federal laws barring government-funded publicity or propaganda.
Several ads contain imagery and messaging commonly associated with Mr. Trump’s political campaigns, including one spot set to the song “Love Me” by musician Christian Berishaj, who has expressed opposition to the use of his work. Another reused footage from the 2024 Trump campaign highlighting perceived adversaries, while a third referenced remarks by Mr. Trump and Defense Secretary Pete Hegseth regarding Iran-related policy. Each commercial carried the tagline “Paid for by the U.S. government,” an unusual designation for this type of broadcast.
The initial push for the ads reportedly occurred during an August 7 meeting in the Oval Office, attended by Mr. Trump, key advisers, and Republican strategists. While awaiting approval to spend super PAC funds supporting midterm candidates, Mr. Trump expressed a strong interest in promoting himself and his presidency through the government-funded ads. At the time, his super PAC, MAGA Inc., had raised hundreds of millions of dollars for political activity, but the government-funded ads proceeded separately.
The use of DHS funds was enabled by reprogramming $20 million within CBP’s budget to a category labeled “One Big Beautiful Bill Commemorative Events,” according to federal records. The ads began airing in a limited fashion before expanding into heavy rotation on major networks and entertainment programs throughout September and October.
Critics argue the campaign raises legal and ethical questions, citing previous Government Accountability Office findings on federal anti-propaganda regulations. Past administrations, under Presidents Barack Obama and George W. Bush, faced similar scrutiny over government-funded publicity efforts, though those cases involved policy promotion rather than individual public figure glorification.
The White House maintains that presidential public service announcements have a longstanding precedent, comparing the current ads to earlier government efforts advocating healthcare policy or wartime messaging under President Woodrow Wilson. White House communications director Steven Cheung dismissed criticism on social media, terming the ads “epic public service announcements.”
The publicity campaign unfolds amid Mr. Trump’s continued fundraising activities and political engagement. Despite polling showing his approval rating near 37 percent, Mr. Trump has pledged to invest hundreds of millions of dollars in midterm races, controlling spending through his super PAC. Meanwhile, newly formed political action committees affiliated with MAGA Inc. have been deploying large sums in support of candidates, though with relatively limited direct appearances by Mr. Trump in their advertisements.
Homeland Security and OMB officials declined detailed comment, affirming only that contracting procedures complied with applicable laws and that all decision-makers were properly informed. The marketing firms awarded the contracts did not respond to requests for comment. The taxpayer-funded ads represent the latest contentious use of government resources for high-profile political advertising during the Trump administration.