Trump vows to personally fund self-promoting ads after taxpayer backlash

President Donald Trump has announced he will no longer use federal funds for television advertisements promoting himself personally, turning instead to his political fund, MAGA Inc, to cover the cost. At least $1.5m in taxpayer money has already been spent on the ads.

In a social media post, Trump described the spots as "positive promotion for our Great U.S.A" and called the practice "a rather standard thing to do," attributing criticism of the taxpayer-funded ads to the "Radical Left." He gave no details on how taxpayers who already funded the ads might be reimbursed, nor how it would be verified that future ads are genuinely paid for by his political organization rather than public money.

The White House, which had previously defended using government funds for the promotional spots, confirmed on Monday night that MAGA Inc would cover future ads but did not explain how that funding source could be proven.

The controversy centers on several ads. One, first aired on 23 September, showed dozens of images of Trump while a song repeated "love me," with UFC president Dana White praising him. A second ad, released days later, paired footage of Trump with rally audio attacking the "deep state." Subsequent spots touted fights against communism, tax cuts and a manufacturing revival, while another featured scenic shots of Mount Rushmore tied to the 4 July celebration of America's 250th anniversary.

Democratic lawmakers Jamie Raskin and George Whitesides have asked federal watchdogs, the Government Accountability Office and the Office of Special Counsel, to investigate, describing the ads as "desperate pre-election propaganda" and accusing Trump of "stealing taxpayer dollars" for self-promotion. Several Republican senators, including John Thune, Mike Rounds, John Kennedy and Thom Tillis, also raised concerns over the spending, while FCC chair Brendan Carr, a Trump appointee, defended the ads as appropriate.

The episode echoes last year's controversy over the Department of Homeland Security's more than $200m ad campaign under Kristi Noem, which promoted her and Trump's immigration policies.