A provocative U.S. Department of Homeland Security advertisement featuring Secretary Kristi Noem has ignited a firestorm of controversy with Mexico.
The ad, part of a multimillion-dollar campaign to deter illegal migration, has been labeled discriminatory by Mexican President Claudia Sheinbaum. Her government is now pushing to ban such content.
Newsweek reported that the Department of Homeland Security launched a 60-second commercial as part of a global effort to discourage undocumented migrants from crossing into the United States.
Featuring Noem delivering a message attributed to President Donald Trump, the ad airs on major television networks and online platforms in multiple languages. It targets individuals evading law enforcement through social media, text messages, and digital channels.
The advertisement includes stark imagery of migrants dashing across the border, a bag suggesting illicit drugs, and police headshots of Latino, Black, and Asian men. Noem’s message is blunt, urging those in the U.S. illegally to leave or face consequences.
In the commercial, Noem declares, “President Trump and I have a clear message to those in our country illegally: LEAVE NOW.” She warns that failure to self-deport will lead to authorities hunting down, arresting, and deporting individuals. The ad promotes a CBP Home app for voluntary departure.
Noem further describes deported individuals as “child molesters, rapists, murderers,” linking them to serious crimes.
She credits Trump’s policies for their removal, framing the campaign as a success in protecting American communities. The rhetoric has fueled Mexico’s outrage over the ad’s content.
The commercial is one of several in a series broadcast domestically and internationally. DHS’s strategy leverages television and digital platforms to maximize reach. The campaign’s scope reflects a determined effort to address illegal migration through public messaging.
Mexican President Claudia Sheinbaum condemned the ad as discriminatory during a news conference on April 21, 2025.
She argued that paid advertisements spreading harmful messages differ from promotions of tourism or culture. Her remarks underscored Mexico’s intent to challenge the campaign legally.
Sheinbaum announced plans to propose legislation to Mexico’s Congress to ban commercial. She also intends to introduce a bill prohibiting foreign governments from purchasing ads that disparage Mexico. These measures signal a firm stance against the U.S. campaign.
The ad is expected to be pulled from Mexican airwaves, reflecting the country’s pushback. Mexico’s response highlights the strain the advertisement has placed on U.S.-Mexico relations. The controversy has escalated diplomatic tensions between the two nations.
Noem and Sheinbaum met in Mexico City on March 28, 2025, to discuss migration and drug trafficking.
Sheinbaum described the meeting as beneficial, suggesting a previously cooperative tone. However, the ad’s release has overshadowed earlier diplomatic efforts.
Mexico has committed 10,000 troops to its southern border to support U.S. initiatives to curb migration flows. This collaboration indicates a shared interest in managing migration challenges. Yet, the ad’s fallout threatens to undermine these joint efforts.
The campaign’s imagery and messaging have drawn particular scrutiny for their portrayal of migrants. Critics argue the ad fuels negative stereotypes, complicating bilateral cooperation. The controversy has sparked a broader debate about migration rhetoric.
Sheinbaum’s call for a ban reflects Mexico’s determination to protect its national dignity. The proposed legislation could set a precedent for restricting foreign advertisements. Such measures may further complicate U.S. efforts to promote its migration policies abroad.
The DHS campaign, while aimed at deterring illegal migration, has inadvertently strained a key international partnership. Mexico’s legislative push signals a proactive response to perceived insults. The outcome of these proposals could reshape cross-border dynamics.