{"id":48989,"date":"2026-04-24T13:44:49","date_gmt":"2026-04-24T20:44:49","guid":{"rendered":"https:\/\/www.newmexicopbs.org\/productions\/newmexicoinfocus\/?p=48989"},"modified":"2026-04-24T13:44:51","modified_gmt":"2026-04-24T20:44:51","slug":"nm-state-ethics-commission-sues-secretive-group-behind-pro-project-jupiter-ad-campaign","status":"publish","type":"post","link":"https:\/\/www.newmexicopbs.org\/productions\/newmexicoinfocus\/nm-state-ethics-commission-sues-secretive-group-behind-pro-project-jupiter-ad-campaign\/","title":{"rendered":"NM State Ethics Commission sues secretive group behind pro-Project Jupiter ad campaign"},"content":{"rendered":"\n

by Joshua Bowling, Source New Mexico<\/p>\n\n\n\n

This story<\/a> was originally published at Source New Mexico<\/a>, a NMPBS partner.<\/strong><\/p>\n\n\n\n

\"Aerial
Physical mailers and digital ads urged New Mexicans to support Project Jupiter, a massive Do\u00f1a Ana County data center complex planned for OpenAI and Oracle. They bear few clues as to who paid for them. (Illustration by Julia Goldberg\/Source NM, Project Jupiter rendering courtesy of STACK Infrastructure)<\/figcaption><\/figure>\n\n\n\n
\n
<\/div>\n<\/div>\n\n\n\n

The New Mexico State Ethics Commission on Thursday filed a lawsuit against Elevate New Mexico<\/a>, the anonymous, out-of-state company behind the massive physical and digital ad campaign that urged New Mexicans to support the controversial OpenAI and Oracle data center complex Project Jupiter.<\/p>\n\n\n\n

The lawsuit<\/a>, filed in the state Second Judicial District Court, alleges that since Elevate New Mexico spent at least $2,500 to lobby the New Mexico Environment Department to approve air quality permit applications during a public comment period in March for natural gas power plants associated with Project Jupiter<\/a>, it should have registered as a lobbyist organization and is in violation of the state Lobbyist Regulation Act.<\/p>\n\n\n\n

\u201cDespite the Commission\u2019s request for compliance with the registration and disclosure requirements\u2026Elevate refuses to register and to disclose any information related to its expenditures and contributions for its advertising campaign for the purpose of lobbying Secretary Kenney to approve Acoma, LLC\u2019s air permit applications,\u201d the lawsuit says. \u201cNew Mexicans have a right to know who is contributing money to fund advertising campaigns for the purpose of lobbying, including who Elevate is and, moreover, who is contributing money to Elevate.\u201d<\/p>\n\n\n\n

A spokesperson for Project Jupiter\u2019s developer, BorderPlex Digital Assets, did not immediately respond to a request for comment.<\/p>\n\n\n\n

In March, Source NM was first to report<\/a> that a Virginia corporation was behind the physical mailers that appeared in New Mexicans\u2019 mailboxes and asked them to support Project Jupiter, which it claimed would bring $360 million in community investments, $50 million for improving local water systems and \u201cthousands of high-paying careers, prioritizing Do\u00f1a Ana residents.\u201d<\/p>\n\n\n\n

The State Ethics Commission\u2019s lawsuit repeats Source NM\u2019s findings, including that the smiling Hispanic woman on the mailers is a stock model who also appears on a Texas dentistry\u2019s website. Critics at the time told Source that the Hispanic model, along with project developers naming their companies after New Mexico iconography \u2014 Green Chile Ventures and Acoma LLC \u2014 appeared to be a \u201cbrownwashing campaign.\u201d The latter company recently changed its name<\/a> following criticism by Acoma Pueblo Gov. Charles Riley.<\/p>\n\n\n\n

The lawsuit says that \u2014 unlike political mailers \u2014 the mailers did not disclose who was behind them.<\/p>\n\n\n\n

\u201cNew Mexicans have a right to know who is funding efforts to influence state official acts that impact their communities, environment, health, and public resources,\u201d State Ethics Commission Deputy Director Amelia Bierle said in a statement. \u201cOut-of-state corporations do not get to operate in the shadows when attempting to influence New Mexico official actions affecting New Mexico communities.\u201d<\/p>\n\n\n\n

Lawyers for the Ethics Commission are asking a judge to require Elevate to register its ad campaign as a lobbying effort with the New Mexico Secretary of State and to report contributions and expenditures, including names, addresses and employers of the people making contributions.<\/p>\n\n\n\n

\u201cI\u2019m glad that they are being held accountable for their corrupt actions across every avenue that they\u2019re approaching this,\u201d said Neeshia Macanowicz, a Las Cruces resident who received one of the mailers in January. \u201cI hope this is indicative of what\u2019s to come.\u201d<\/p>\n\n\n\n

This story was originally published at Source New Mexico<\/a>, a NMPBS partner. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

by Joshua Bowling, Source New Mexico This story was originally published at Source New Mexico, a NMPBS partner. The New Mexico State Ethics Commission on Thursday filed a lawsuit against Elevate New Mexico, the anonymous, out-of-state company behind the massive physical and digital ad campaign that urged New Mexicans to support the controversial OpenAI and…<\/p>\n","protected":false},"author":34,"featured_media":48992,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10906],"tags":[10907],"class_list":["post-48989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-partner-stories","tag-partner-stories"],"yoast_head":"\nNM State Ethics Commission sues secretive group behind pro-Project Jupiter ad campaign - New Mexico In Focus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.newmexicopbs.org\/productions\/newmexicoinfocus\/nm-state-ethics-commission-sues-secretive-group-behind-pro-project-jupiter-ad-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NM State Ethics Commission sues secretive group behind pro-Project Jupiter ad campaign - New Mexico In Focus\" \/>\n<meta property=\"og:description\" content=\"by Joshua Bowling, Source New Mexico This story was originally published at Source New Mexico, a NMPBS partner. 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