According to sources familiar with the matter, the Trump administration utilized funds from the Department of Homeland Security (DHS) to broadcast television advertisements featuring President Donald Trump in recent days. Financial records indicate that money was transferred to a U.S. Customs and Border Protection (CBP) account designated for “commemorative events” on September 19. The following day, federal contract data shows a $20 million agreement was awarded to the LMD Agency, a Maryland-based firm, for a “National Media Campaign.”
CBP, an agency within DHS responsible for border security, received the funds, which appear to originate from President Trump’s 2025 tax and spending legislation. That bill allocated $6.2 billion for various border security enhancements, including provisions for “commemorating efforts and events related to border security.” The ads include footage of the president speaking at Mount Rushmore during America’s 250th anniversary celebrations.
While DHS has previously spent millions on advertising campaigns, such as efforts encouraging undocumented immigrants to self-deport, this new usage has sparked controversy. AdImpact, which monitors political advertising across TV, digital, and connected TV platforms, estimates that the federal government has spent at least $1.7 million on three distinct ads featuring Trump over the past few days.
The Wall Street Journal initially reported the source of the federal funds. When contacted, the LMD Agency did not immediately respond to requests for comment. DHS directed inquiries to the White House, where a spokesperson defended the ads. “These public service announcements are about reminding Americans to love their country and understand what makes it worth defending, at home, at our borders, and abroad. The ad is educational and unapologetically patriotic. We should be proud of our country,” the spokesperson stated.
One advertisement aired on Fox during college football games and on “Fox News Sunday,” utilizing footage from a 2023 Trump campaign ad. In response, Democrats on the Senate Appropriations Committee sent a letter to Homeland Security Secretary Markwayne Mullin demanding transparency regarding the fund breakdown and the duration of the ad campaign. The letter criticized the administration, stating, “The American people deserve answers about how this president is literally stealing their tax dollars to air campaign ads celebrating himself — while doing nothing to help them afford health care or housing.”
I’m more worried about the $6.2 billion border security allocation being redirected to TV spots. Where is the accountability?
Does anyone actually think this is educational? It feels like a very expensive campaign ad wrapped in a flag.
The White House call this patriotism; critics call it self-promotion. Either way, transparency is clearly lacking here.
Wait, so tax money paid for college football ads? That’s a bold use of ‘commemorative events’ budget. Hope auditors are looking closely.
This is exactly what I feared. Using DHS border funds for presidential ads blurs the line between governance and campaigning dangerously.