As the election approaches, Republican ads focusing on transgender rights are increasingly taking over airwaves, despite voter priorities like the economy and reproductive rights remaining top concerns. Former President Donald Trump and other GOP candidates are centering their ad campaigns on transgender issues, aiming to highlight differences with Democrats. Trump’s campaign has invested over $17 million in ads criticizing Vice President Kamala Harris's support for gender-affirming medical treatments for transgender people, casting Democratic stances as extreme.

According to AdImpact data for NPR, over 30,000 ads have aired nationally, especially targeting audiences in key swing states, including Arizona, Georgia, Michigan, and Pennsylvania, with a focus on sports viewers. Election analyst Jessica Taylor from the Cook Political Report notes that this emphasis on social issues appeals to certain demographics, including men and suburban women, with 61% of Americans favoring policies restricting transgender athletes to teams matching their birth gender.

In close races, these divisive social issues can influence key voter segments. The Senate Leadership Fund, a PAC linked to Senate Minority Leader Mitch McConnell, has dedicated $15 million in Ohio ads attacking Democratic Senator Sherrod Brown over transgender rights. Brown responded, affirming that local sports leagues, not politicians, should handle such issues.

Republican ads also target Democrats in at least eight competitive House races. Kelley Robinson of the Human Rights Campaign argues this tactic is an attempt to stir fear and division, a common strategy when “MAGA extremists” feel vulnerable. Democratic responses have been restrained, with Robinson expressing hope that Democrats focus on unity over divisive tactics.

These ads are likely to continue through Election Day.