The White House has moved to turn its Easter Egg Roll, a tradition that stretches back to Rutherford B. Hayes, into a chance to showcase brands.

The White House, through an outside event production company called Harbinger, is soliciting corporate sponsors for this year’s annual Easter Egg Roll, which is prompting major concerns from ethics experts and shock from former White House officials from both parties.

For the first time ever, the Easter egg roll will allow corporate sponsors to fly their brand at the White House