(Indianapolis, IN) - New Governor Mike Braun is trying to take a bite out of the state’s Medicaid expenses by limiting its ability to advertise.

As part of a series of healthcare-related executive orders earlier this week, Braun imposed a ban on television and radio advertising for Medicaid services.

Calling it “a broken program,” Braun said Medicaid officials should first do a better job running it, as opposed to enticing more people to join it.

Currently about two million people in Indiana rely on Medicaid. That’s about one in every four Hoosiers. Braun and other state leaders are trying to narrow a nearly $1 billion Medicaid funding shortfall the state.

There has already been pushback from the Indiana Broadcasters Association, whose members count on advertising.