These ads didn't look like the agency's usual "don't cross the border" PSAs. Instead, they put Trump front and center, praise his tax cuts, denounce communism, and echo lines from his 2024 run. One spot states, "America will never be a communist country," as Trump imagery fills the screen. Another brings back his "final battle" theme from 2024 and goes after the political establishment and the press.
They've already shown up thousands of times on TV across the country. CNBC previously noted that the price tag for airing two of the ads had climbed past $1.2 million, based on AdImpact's tracking of political ad spending.
The Journal, citing people familiar with the effort, reported that President Donald Trump personally advocated for the ads and took part in their development. The buyer behind the campaign was U.S. Customs and Border Protection, a Department of Homeland Security agency that typically focuses its messaging on discouraging illegal immigration.
Lawmakers from the left and at least one on the right are questioning whether public funds should underwrite ads so closely tied to Trump. Several Democrats in Congress want inquiries into whether money specifically allocated for border protection is being tapped to amplify the president's political message.
On Tuesday, Sens. Patty Murray of Washington and Chris Murphy of Connecticut told DHS, "It appears DHS has dedicated $20 million to this outrageous scheme," saying the department drew on funds provided to CBP through Republicans' "One Big Beautiful Bill Act." That same day, Public Citizen asked the FCC and FTC to press broadcasters to pull the ads, and on Friday separately urged the GAO and the Office of Special Counsel to probe potential breaches of federal propaganda limits and the Hatch Act.
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The White House backed the campaign, labeling the spots as public service announcements. A request for comment from CBP was not immediately returned.
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