'It is Fraud': Kristi Noem Grilled Over $220M Taxpayer-Funded Horseback Ad, Outspending Oscar Films

Kristi Noem, former US Secretary of Homeland Security, was heavily criticised in Congress over a £174 million ($220 million) taxpayer-funded advertisement featuring her riding a horse near Mount Rushmore.

Lawmakers argued the ad misused public money and questioned why contracts went to companies with close personal connections or almost no government experience.

During the hearing, Colorado Representative Joe Neguse told Noem: 'It is fraud and ultimately I think there's going to be accountability,' referring to the way millions of pounds were spent on a single promotional campaign.

The ad reportedly cost more than the production and marketing budgets of nearly all Best Picture-nominated films this year.

More Expensive Than Oscar-Nominated Films

The 60-second ad, filmed in October 2025, showed Noem on horseback warning of the consequences of illegal immigration. It is intercut with images of police, military, and former President Donald Trump.

Experts say the total spend dwarfed nearly every 2026 Best Picture-nominated film, including high-profile releases such as F1, One Battle After Another, and Sinners. Most of these films had combined production and marketing budgets well below £174 million.

Lawmakers noted that spending more on a single promotional clip than almost every Oscar contender raised serious questions about priorities and oversight in government spending.

During questioning, People reported that Rep. Neguse emphasised the unusually high cost and lack of transparency. He highlighted that part of the budget went to a company called Strategy Group, which is run by Ben Yoho, the husband of Noem's former spokesperson.

Another company, Safe America Media Group, received £138 million ($175 million) despite being created just days before the contract and having no government experience.

Neguse pressed: 'You want the American people to believe that this is all above board, that £138 million of taxpayer money just happened to go to this one company that doesn't have a headquarters, doesn't have a website, has never done work for the federal government before.'

Noem could not provide answers, further raising concerns about how the contracts were awarded.

Noem's Expenses in DHS Questioned

Other lawmakers also criticised Noem for how she spent government money.

Maryland Representative Jamie Raskin pointed out that while ICE officers in her department faced accusations of breaking court orders during raids, Noem still approved a huge advertising budget. He said: 'While you make a daily mockery of our courts and our constitution, you're treating the billions of dollars our colleagues showered on your department like a personal slush fund.'

The hearing shared worries about using taxpayer money for flashy political ads, especially when essential services are underfunded. Critics argue the ad's massive cost is hard to justify, particularly since its main purpose–pushing immigrants to self-deport–is extremely controversial.

Will Noem Face Penalties?

Noem was fired by President Donald Trump soon after her congressional hearings about the DHS ad campaign.

But she's not out of legal troubles yet.

Some senators, including Richard Blumenthal, are calling for an investigation into whether she lied under oath about her role in approving the ad contracts. They say records suggest she may not have been fully honest about who made the spending decisions.

Congress is also looking into the companies that got the ad contracts, asking for documents and explanations about why certain firms were chosen, especially when some were new and received work without a normal bidding process.

Additionally, the Department of Homeland Security's inspector general is reviewing how the contracts were handled. This could find mistakes or rule violations, though it's not yet clear if Noem will face any legal penalties.