In a bold move, Mexico’s government announced it will block what it calls “propaganda” ads launched by the U.S. Department of Homeland Security (DHS), under Secretary Kristi Noem, aimed at discouraging illegal immigration.
These controversial ads are part of a Trump-backed campaign encouraging undocumented migrants to self-deport. According to The Washington Post, Noem rolled out the multi-million dollar initiative just after taking office — despite federal budget cuts pushed by Elon Musk’s Efficiency Department. The campaign? A jaw-dropping $200 million over the next two years.
The backlash from Mexican leaders across the political spectrum was swift, including sharp criticism from President Claudia Sheinbaum, who has managed to maintain relatively stable ties with Donald Trump, even securing tariff relief for Mexico.
Now, Mexico’s Congress is fast-tracking legislation to ban these ads from national TV and radio networks.
“Mexico stands for diversity, inclusion, and human rights,” Sheinbaum declared to reporters. “Our sovereignty must be respected.”
The ads have been airing not just in Mexico, but also across Guatemala, El Salvador, Honduras, and parts of the U.S. DHS spokesperson Tricia McLaughlin confirmed the campaign is expanding in multiple languages — Mandarin, Spanish, Russian, Hindi, and Portuguese — across major platforms like Univisión, Telemundo, and digital media.
“The numbers prove our message is getting through. Border crossings are at historic lows,” McLaughlin told The Post.
Indeed, after a record high of migrant detentions in 2023, numbers dropped sharply in 2024 — a trend attributed to tougher U.S. asylum rules and stronger enforcement by Mexico and Panama.
While past U.S. administrations have used public awareness campaigns, experts say these new ads look more political than ever — featuring Trump signing orders, giving speeches, and saluting military officers. In one ad, Noem blasts previous U.S. leadership as “weak,” blaming them for an influx of “drugs, human trafficking, and violent criminals.”
Kate Mills, who led ICE during the Obama era, didn’t hold back:
“This is far more political than anything we’ve seen before. It’s all about giving credit to Trump,” she said.
At a recent Conservative Political Action Conference (CPAC), Noem even revealed Trump’s personal instructions:
“He told me, ‘I want you in the ads. I want your face out there.’”
The campaign caught massive attention in Mexico last weekend when one ad aired during a major soccer match on Televisa. In it, Noem, speaking in English with Spanish subtitles, warns:
“If you come here illegally, we will hunt you down.”
Opposition leaders in Mexico slammed the ads and questioned the government’s response. Rubén Moreira from the PRI party demanded formal diplomatic action:
“Where’s the official protest note? Where’s the ambassador’s call?”
But Sheinbaum doubled down, labeling the ads as “discriminatory” and vowing a new law to block foreign propaganda on Mexican airwaves. With her party holding a strong majority in Congress, the ban is expected to pass quickly.
