Erin Houchin braced for the worst when a mysterious, well-financed group started buying television ads last month in her highly competitive southern Indiana congressional race.

Houchin assumed she would face a negative blitz, like the one that crushed her in 2016 when she ran for the same seat. But, in fact, the opposite happened.

American Dream Federal Action, a super PAC financed by a cryptocurrency CEO, saturated the district with ads promoting Houchin as a “Trump Tough” conservative who would “stop the socialists in Washington.” That push helped secure her win last week in a Republican primary.

“All you can do is hold your breath,” Houchin’s longtime consultant, Cam Savage, said of when they learned about the ad buy. “It could help you, but the fear is it will end you.” He added that Houchin had not sought the support and had no ties to the industry other than filling out a candidate survey from a cryptocurrency group.

The impact of the unsolicited helps shows how cryptocurrency tycoons are emerging as the new power players in American politics. They are pouring millions of dollars into primary elections as they try to gain influence over members of Congress, Republican and Democrat, who will write laws governing their industry, as well as other government officials who are crafting regulations.

This year, for the first time, industry executives have flooded money into federal races, spending $20 million so far, according to records and interviews.

It’s a delicate but deliberate march by companies that by their very nature make money based in part on evading government attention.

In addition to campaign spending, more than $100 million has been spent lobbying around the issue since 2018 by crypto companies, as well as those who stand to lose if the industry goes mainstream, records show.

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Following a well-worn path, they have retained former high-ranking officials, like Max Baucus, a one-time Democratic senator from Montana who chaired the Finance Committee.

The push comes as the Biden administration and Congress not only consider new regulations but also set funding levels for agencies that will oversee them.

Treasury Secretary Janet Yellen said this week that financial regulators would soon release a report on the risks of cryptocurrency and other digital assets.

“Certainly there are many risks associated with cryptocurrencies,” she said during a hearing on financial stability Tuesday.

Officials are considering what consumer protections and financial reporting requirements to implement and how to crack down on criminals who take advantage of the anonymity offered by cryptocurrency to evade taxes, launder money and commit fraud.

“What do they want? They want no regulation, or they want to help write the regulation. What else is new?” asked Sen. Sherrod Brown, D-Ohio, an industry critic.

Cryptocurrencies are a digital asset that can be traded over the internet without relying on the global banking system. They’ve been promoted as a way for those with limited means to build wealth by investing in the next big thing. But they’re also highly speculative and often lack transparency, which substantially increases risk.

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