Taxpayer money, Trump's face: White House ramps up TV ad blitz as bipartisan anger grows over 'propaganda' spend

The Trump administration has widened its use of taxpayer-funded television advertisements promoting President Donald Trump, airing a second spot within three days and pushing spending on the first ad past $443,000.

The White House has maintained that the ads are "public service announcements," similar to those used by past presidents, but lawmakers from both parties criticised the first spot on Thursday, questioning its legality and appropriateness given its political tone, its timing so close to November's midterms and its use of taxpayer funds.

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The new, minute-long ad features scenic night-time visuals of Mount Rushmore layered with quotes and clips from Trump's Fourth of July weekend speech there marking the country's 250th anniversary.

"We know that this is not an ending. This is only the beginning of the golden age of America," Trump says in the ad, which closes with onscreen text reading, "Paid for by the U.S. Government."

The exact cost of the new ad was not immediately known, but it was airing on Newsmax on Friday, including slots on "Carl Higbie Frontline" and "Greg Kelly Reports," according to media-spending tracker AdImpact.

The first ad, a 30-second spot that began airing Wednesday, features clips of Trump speaking on defeating communism, layered with onscreen text promoting the "largest tax cuts in history," "reigniting American manufacturing" and a call to "defend law and order and police." The spot's soundtrack includes a chorus repeating "love me" and ends with the same government-funding disclosure.

Defending the campaign on Friday, the White House said the ads were "very clearly not campaign ads," noting that Trump is not on the ballot and that the ads carry no call to action. It cited past administrations of both parties buying network time for public service messaging, including the George W Bush administration's Medicare law campaign and the Biden administration's COVID-19 vaccination drive.

"Patriotism isn't partisan. These public service announcements are unapologetically American, clearly disclosed, and aimed at the country, not a line on the ballot," the White House said. It did not respond to a query on which part of the government had supplied the funds.

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Lawmakers from both parties criticised the ads on Thursday, with some pointing out that federal law bars the use of taxpayer funds for "publicity or propaganda" and restricts partisan political activity by government employees. Notably, Republicans defending their congressional majorities in the midterms have themselves run ads carrying similar messaging on communism, the economy and crime.

Several senior House Democrats demanded on Thursday that the first ad be pulled off air, calling it "the sort of government propaganda one might expect in North Korea."

North Carolina Senator Thom Tillis, a Republican who is not seeking re-election, called the ad "inappropriate" and compared it to messaging he would expect from former Hungarian Prime Minister Viktor Orban.

(With inputs from AP)