NFL Refuses to Run Border Patrol Ad

The NFL has a long history of rejecting overly political ads during game programming. However, it went too far recently in refusing an ad from a government agency during the Super Bowl. Sound improbable? Not when you learn that the agency in question was the Border Patrol (HT: bulletproof):

The National Football League refused to run a recruitment ad for the U.S. Border Patrol in last week's Super Bowl program, saying it was "controversial" because it mentioned duties such as fighting terrorism and stopping drugs and illegal aliens at the border.

"The ad that the department submitted was specific to Border Patrol, and it mentioned terrorism. We were not comfortable with that," said Greg Aiello, a spokesman for the NFL. "The borders, the immigration debate is a very controversial issue, and we were sensitive to any perception we were injecting ourselves into that."

The NFL's rejection didn't sit well with Border Patrol agents, who called it a snub of their role in homeland security and said it was "more than a little puzzling."

"The NFL missed a golden opportunity to reach countless patriotic citizens who want to answer the call to help prevent another terrorist attack on American soil," said T.J. Bonner, president of the National Border Patrol Council, the union that represents the agency's nonsupervisory personnel. [...]

Other major leagues have had no problems running the ad, a Border Patrol spokesman said. It has been accepted to run in programs for the upcoming NBA All Star Game and the NCAA Final Four, as well as in Pro BullRider magazine, the spokesman said.

The NFL's snub came to light last week during Homeland Security Secretary Michael Chertoff's testimony before a congressional panel. Mr. Chertoff said the ad was rejected, "much to my chagrin."

Mr. Aiello said that the NFL offered the department a chance to run a generic recruiting ad, similar to ads the U.S. military runs, but that the league never heard back from it.

"We proposed a more generic recruiting ad for the department that didn't highlight the borders, which brings up the immigration issue and the immigration debate. That's controversial," he said.

That position stands in stark contrast to the ongoing debate in Congress, where among all the thorny issues related to immigration, the one that wins near-unanimous agreement is the need for more boots on the ground.

"Since almost every American favors securing our borders and the overwhelming majority of legislators on both sides of the immigration debate support significant increases in the number of Border Patrol agents, it is extremely difficult to imagine how those issues could be perceived as controversial," Mr. Bonner said.

Matthew Sheffield
Matthew Sheffield
Matthew Sheffield, creator of NewsBusters and president of Dialog New Media, an internet marketing and design firm, left NewsBusters at the end of 2013