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.

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.

This is not your grandmother’s Easter Egg Roll where people lined up outside the gate and go and roll an egg and get a little gift bag and walk out,”