Natalie Harp at the center of Trump’s $20M ad controversy: What we now know

WASHINGTON, DC: President Donald Trump's personal involvement in a government-funded television campaign is drawing fresh scrutiny after new reporting detailed how an August Oval Office meeting became focused on images of himself that Trump particularly liked.

Trump reportedly turned to aide Natalie Harp during the August 7 gathering and asked her to show advisers footage featuring large crowds, Marine One and fighter jets.

The detail comes from a New York Times investigation by Maggie Haberman and Jonathan Swan, which which reported that Trump made the request while advisers were waiting for him to sign off on midterm super PAC spending.

Weeks later, a $20 million media contract was awarded through US Customs and Border Protection, with advertisements featuring Trump beginning to air nationally.

The White House has defended the spots as government messaging, not campaign advertising.

Critics, including lawmakers from both parties, have questioned whether government money can properly be used for such messaging.

No court or federal watchdog has found that the spending broke the law.

Natalie Harp becomes key figure behind imagery

The August 7 meeting was originally focused on Republican campaign strategy and potential super PAC spending for the midterm elections, according to the NY Times.

Instead, Trump became interested in watching videos of himself. 

Harp, a longtime Trump aide who frequently supplies him with favorable information, reportedly used her tablet to show footage that matched the president’s preferred visual style.

The material included Trump addressing large crowds, standing near Marine One and appearing alongside military aircraft.

One clip featured UFC President Dana White praising Trump as the “toughest, most resilient” person he had met.

A Trump-linked nonprofit subsequently spent about $60,000 airing an advertisement featuring that endorsement, primarily in the Washington area, according to the reporting.

Trump pushes government messaging forward

The imagery episode became more significant as the administration developed a national advertising campaign featuring Trump.

CNN reported that Trump was personally involved in the production and selection of material for the spots.

The advertisements have appeared across cable and broadcast television, including during NFL programming and national news shows.

At least $2.5 million had been spent on airtime by September 30, according to AdImpact figures.

One advertisement also reuses language and footage from a 2024 Trump campaign commercial, while the new version carries a “Paid for by the US Government” disclaimer.

$20M trail runs through DHS

Federal records show a $20 million allocation moved into a CBP account under a “commemorative events” designation on September 19.

The following day, CBP awarded a $20 million contract to Maryland-based LMD Agency for a “National Media Campaign.” 

The New York Times also reported that Trump personally instructed Office of Management and Budget Director Russell Vought to find government funding for the advertisements. 

OMB counsel Mark Paoletta and White House Counsel Will Scharf reportedly concluded that DHS money could legally be used.

The administration has defended the arrangement by saying Trump is not currently a candidate and the material is intended as government communication rather than campaign advertising.

Critics challenge government spending

Senate Majority Leader John Thune and Sen John Kennedy have questioned whether taxpayer money should finance the spots, while Public Citizen has filed complaints with federal regulators.

FCC Chairman Brendan Carr, appointed by Trump, has said the advertisements do not raise concerns under FCC rules.

The legal question, however, remains unresolved: federal rules restrict government spending for publicity or propaganda, but the administration maintains these advertisements fall within permissible public-service communications.