In recent days, the Trump dead-ender outlet Newsmax has been sending sponsored messages from companies stating that readers should invest in gold because “the election is over'' and Joe Biden will soon be inaugurated president.
Since Biden won last month’s election, Newsmax has been creating an alternative and false reality where President Donald Trump actually won but was thwarted by supposed election fraud. The company has been pushing the pro-Trump narrative -- and the Trump team's numerous attempts to overturn the election results -- as a way to compete against fellow right-wing network Fox News. Trump himself has repeatedly promoted Newsmax over Fox News, and The Washington Post recently reported that “behind the scenes, Trump has told others that pitting Newsmax and OAN against Fox News puts pressure on the larger network to cover him more favorably.”
But Newsmax’s grifting of conservatives has also extended to sending marketing messages to people claiming that they need to buy gold to prepare for the supposed financial dangers of Biden’s imminent presidency. Gold companies have long advertised in right-wing media outlets and have often marketed themselves around concerns about Democratic politicians.
Here are three emails that Media Matters has received from Newsmax regarding gold and Biden:
Allegiance Gold: “The election is over and the threat of losing 50% or more of your retirement savings just got critical.” Newsmax sent a sponsored message on December 7 from Allegiance Gold claiming that “the election is over and the threat of losing 50% or more of your retirement savings just got critical.” A link in the email sends readers to a lie-filled page which claims that “Biden stole the election" and retirement accounts will be “seized.”
American Hartford Gold Group: “It is critical that you start planning to protect your wealth today, ahead of Biden’s inauguration.” Newsmax’s Moneynews newsletter sent a sponsored message on December 3 from American Hartford Gold Group which claimed: “Biden’s new spending plan could be catastrophic for the US Dollar. And could eat away at the retirement incomes of everyday Americans like you. Which is why it is critical that you start planning to protect your wealth today, ahead of Biden’s inauguration.” The message then suggested that people learn “how to get started investing in physical gold and silver (even inside an IRA account).”
Birch Gold Group: “There may not be much time left to make this critical switch [to gold]. If Trump isn't able to mount a successful legal challenge, Biden takes office in just over one month.” Newsmax sent a sponsored message on December 11 from Birch Gold Group which claimed that Biden’s “radical tax policy, combined with the Democrat's dangerous socialist agenda, could send our nation's economy spiraling down a dark rabbit hole.” Birch Gold Group told readers to “protect your savings with gold” and added: “I must remind you, there may not be much time left to make this critical switch. If Trump isn't able to mount a successful legal challenge, Biden takes office in just over one month.” In a postscript, the email reiterated “the damage that Biden’s massive deficits will inflict on the dollar” and pleaded with Newsmax readers to “request your info kit on gold now -- while you still can.” Newsmax’s Moneynews also sent that same sponsored message on December 13.