Republican Insurance Commissioner Adam Hamm is using taxpayer money to help his election campaign by giving himself a prominent role in advertisements that promote Insurance Department help for seniors, Democrats say.

Hamm's Democratic opponent this fall, Fargo attorney and state representative Jasper Schneider, said he would seek equal time under federal campaign broadcast advertising rules from radio and television stations that have broadcast the ad.

Its television version opens with a shot of Hamm speaking on the state Capitol mall, with his name and job title superimposed on part of a fluttering American flag. He narrates throughout the 30-second advertisement.

The advertisements' production expenses and broadcast time were paid for by federal grant money that is intended to make seniors aware of services that benefit them, Hamm said.

Though officeholders have appeared before in public service announcements, Schneider said, "I don't think they have been this blatant, in-your-face political."

"This is more about politics than public service, and I think North Dakotans see that pretty clearly," he said. "Why butt (the ads) up right next to the election? … These are public funds, they're taxpayer dollars, and they are very blatantly going to further this politician's career."

Hamm said the ads are intended to publicize Insurance Department programs that help North Dakota seniors get free or cut-price prescription drugs, and information on Medicare and other health insurance plans. The programs are called Prescription Connection and the State Health Insurance Counseling Program.

It cost $4,380 to make the television and radio ads, and $30,600 is being spent on air time, he said. They began running Monday. They are scheduled to end Aug. 17.

Through 1 p.m. Thursday, 32 people had filled out 190 applications for discounted or free prescription drugs this week, Hamm said. In a typical week, 10 people fill out applications, he said. One application is necessary for each drug.

He said the ad's summertime airing is because some seniors who get Medicare prescription drug benefits have reached an annual aid limit, called the "doughnut hole," that requires them to be responsible for all their prescription drug costs until they reach a separate, higher spending threshold.

"These are not political ads," Hamm said. "The message of the ad is very simple. It is, 'Are you having a hard time affording medications or paying for your prescription drugs? If you are, there is help available.' And what we're finding out just this first week is that folks are calling, looking for assistance on these exact areas."