Ethics Complaint Targets Jacobsen Billboards, Alleges Misuse of State Funds

Tiffany Davis of Townsend filed a complaint last week with the Montana Commissioner of Political Practices alleging Secretary of State Christi Jacobsen used state funds to place billboards that prominently feature Jacobsen's image while she is actively running for U.S. House in Montana's western district Republican primary.

The complaint alleges the billboards, which advertise a new photo identification requirement, violate a prohibition on candidates using state funds for public service announcements except in an emergency. Davis wrote in the complaint that Jacobsen is "using state money to improperly promote herself in violation of the law and contrary to her role of ensuring fair elections in Montana." Davis could not be reached for comment.

At least one of the billboards carries the text "New Rule, Same Right. Photo ID Now Required At The Polls." The ad includes a checkmark with the words "Vote Ready" designed to illustrate "ID," and the complaint alleges Jacobsen's face is "portrayed prominently" across the campaign.

The Secretary of State's office pushed back. Spokesperson Richie Melby said the ads are helpful to voters and that, "like any efficient agency," the office had been planning the outreach since the end of the last election cycle, "particularly in light of new laws passed by the Legislature." In a separate email, the office said the ads are part of the agency's voter outreach and "already have been effective."

The complaint now sits with Commissioner of Political Practices Chris Gallus. After an initial assessment, Gallus said he generally either dismisses a complaint if the question is outside his jurisdiction or does not constitute a violation, or requests additional information from the complainant or respondent. No formal action by Gallus in this specific case has been confirmed.

Jacobsen's dual role, as the state's chief election officer and a declared congressional candidate, sits at the center of Davis's allegation. Whether Gallus determines the billboard campaign crosses a legal line or falls within legitimate public outreach will test how Montana's ethics rules apply when a statewide official's face becomes part of a publicly funded advertising push.