I’m going to make a call on this later today, but I wonder why the same state law that bars the private company that runs the Bright Start college savings program from using Judy Baar Topinka in its TV ads, still allows an insurance company to use a big photo of Governor Rod Blagojevich in a direct mail sales pitch and public service ad.

The outside of the envelope received this week at a central Illinois home looks likes just another run-of-the-mill piece of junk mail.

“Important dated information on auto insurance savings” it states above the address window.

But inside, one of four inserts features a nice color picture, nearly 7 inches long and 3 inches deep, of a smiling Gov. ROD BLAGOJEVICH, his wife and youngest daughter, and an assistant vice president of the insurance company.

The paper is in the form of a newsletter titled “On the Safe Side.” It discusses seat belt and child car seat safety, including a signed letter from the governor. On the bottom of both sides is the governor’s name and a full-color seal of the state of Illinois, side-by-side with the name of the company: 21st Century Insurance. On one side, the company’s name is matched with the words “Good People To Call.” The other provides the company’s Web site and toll-free number.

The rest of the mailing is clearly designed to sell car insurance, with a promise of likely savings.

The state law banning images of public officials in public service ads doesn’t include direct mail, so the guv has apparently found a loophole for himself. But remember how the governor chastised other officials for taking advantage of PSA’s to boost their own name recognition and favorability ratings?