On September 29, 2026, viewers of NFL and college football games saw a 30-second black-and-white video featuring President Donald Trump, which closely resembled a campaign ad for his 2024 presidential run. The ad included a voiceover from Trump warning of a 'final battle' against 'communists, Marxists, and fascists' and claimed to 'liberate America from these villains once and for all.' The ad was marked 'Paid for by the U.S. Government,' indicating it was funded by taxpayers. Estimates from AdImpact suggest that these ads have cost taxpayers over $1.7 million.
The White House has released several ads recently, including a minute-long video featuring quotes and clips from Trump's speeches and a 30-second ad showcasing his campaign rally moments. Critics, including Walter Olson from the Cato Institute, have described these ads as a 'gross violation of democratic norms' and an attempt to influence voters ahead of the November midterm elections.
Despite the White House's assertion that these are 'public service announcements' and not campaign ads, they echo Trump's recent calls for voters to 'pretend that I'm on the ballot.' The Government Accountability Office (GAO) has noted that spending bills since 1951 prohibit the use of appropriated funds for 'publicity or propaganda' that lacks a connection to official government business.
The White House defended the ads by comparing them to past administrations' efforts, but critics argue that previous campaigns were tied to specific agencies or programs rather than promoting a political figure. Margaret Dylus-Yukins from the Campaign Legal Center stated that the ads lack a clear connection to any federal program, questioning the legitimacy of using taxpayer dollars for such promotions. Olson further criticized the ads, comparing them to tactics used by Viktor Orbán in Hungary, where similar strategies failed to resonate with voters.