A government watchdog says it's over the line, but Milwaukee County Sheriff David Clarke says he'd do it again.  Clarke is pitching a specific company's product in exchange for that company sponsoring a message about safe driving.

The radio ad, which is airing on a competing radio station in Milwaukee, is sponsored by Valvoline.  In it, Sheriff Clarke speaks, giving tips about ways people can make sure their cars are in a safe condition to drive.

But after Clarke gives the tips, he then goes on to say, "Visit any Valvoline instant oil change, your car care expert."

Clarke says the company approached him about doing a safety message and he jumped at it.  "I thought if we can get a safety message out at no cost, sometimes there's a trade off.  That trade off is that there's a particular brand of something that chose to do this," Clarke says.  Clarke thinks the ads could have the kind of impact that will save lives.  He says that's worth the trade off.

But not everyone agrees.  Mike McCabe, the Executive Director of the Wisconsin Democracy Campaign, says, "this is just over the line in a number of different ways."  McCabe says, "no matter what kind of public service may be provided, that company's competitors have the right to know that the sheriff is a sheriff for them too and isn't favoring a competitor over them."

Clarke admits that he didn't think his voice would be used for the company pitch.  But he says he'd do it again for anyone who is willing to pay for a message about safety.