World Liberty Financial, a cryptocurrency initiative by the Trump family, launched its digital token on Monday, which reportedly added around $5 billion in paper wealth to the family’s fortune. The token, named $WLFI, experienced a drop in value on its opening day.

The global Liberty Token was introduced to investors following the Trump family’s partnership with business associates to create a decentralized finance platform last year, which issued Stablecoin intended to stabilize its price by pegging it to a specific asset.

Investors in the token will have the opportunity to vote in July to permit trading, which may enhance the value of the president’s assets.

According to World Liberty, early backers can liquidate up to 20% of their holdings. The token debuted trading above $0.30 on Monday, but its price subsequently declined to $0.20. Data from CoinMarketCap indicates that nearly $1 billion worth of tokens were exchanged within the first hour of trading.

This brings the token’s market capitalization to below $7 billion, classifying it as the 31st largest cryptocurrency in circulation, as per analytics from Coingecko.

Major global cryptocurrency exchanges such as Binance, OKX, and Bybit are listing $WLFI tokens on their platforms.

Since the inception of World Liberty last year, the Trump family is reported to have earned approximately $500 million from the venture, according to calculations by Reuters, which are based on contract terms, transactional data from crypto analysis firms, and publicly available records.

Holding around 25% of the global Liberty tokens has reportedly contributed about $5 billion to the Trump family’s wealth, as noted by the Wall Street Journal. World Liberty states that Trump himself possesses an unspecified amount, referred to on the company’s site as “co-founder honor,” but, like other team members, including his son, he is prohibited from selling them. Trump utilized the Oval Office to advocate for U.S. regulations favorable to the industry.

On the initial sale, the tokens were non-tradable. Instead, they granted holders voting rights for various business modifications, including adjustments to the underlying code. Early investors highlight that the primary allure of $WLFI lies in its association with Trump, fostering expectations that its value will appreciate through his endorsement.

Making the tokens tradable allows investors to set prices, speculate effectively, accrue trading fees for exchanges that list them, and draw the interest of a broader spectrum of cryptocurrency investors compared to when they were solely personally accessible.

World Liberty and other Trump-backed cryptocurrency endeavors exemplify a significant conflict of interest as the president revises regulatory frameworks governing digital currency, which has drawn criticism from Democrats and ethics experts regarding Trump’s involvement in cryptocurrency enterprises.

The White House has consistently asserted that Trump’s assets are managed through a trust, claiming there is no conflict of interest.

The WFA stated that it would release a statement shortly in response to a comment request. Unilever, Mars, and CVS Health did not immediately respond to comment requests. Check the ad The lawsuit is expected to further drive advertisers away from the platform.

“We all understand that advertising on X poses a risk for advertisers,” said Claire Atkin, co-founder of Check My Ads. “The positive aspect of today’s news is that advertisers will no longer depend on Garm and will take more direct responsibility for where their ads are placed.”

In July, a congressional committee held a hearing on “Collaboration in the Global Alliance for Responsible Media,” targeting advertising companies for alleged “anti-competitive collusion in online advertising.”

In response to the developments, the X account of a Republican member of the House Judiciary Committee posted, “Big win for the First Amendment. Big win for oversight.”

Invited to testify before Congress, Unilever USA President Herish Patel defended the company’s right to advertise wherever it chooses.

“Unilever alone controls our advertising spend,” stated Patel. “No platform has a monopoly on our ad spend.”