New Spanish-Language DHS Ad Featuring Kristi Noem Airs in Mexico Amid Criticism From Officials

Despite heavy criticism from Mexican President Claudia Sheinbaum over a recent U.S. Department of Homeland Security's anti-immigrant ad campaign, a new ad featuring DHS Secretary Kristi Noem has begun circulating on Mexican television — this time entirely in Spanish.

While the core message remains the same, the ad has been updated to include new features of the CBP Home app — formerly CBP One — which U.S. immigration authorities now use to promote and facilitate voluntary self-deportation.

According to Mexican news outlet Milenio, Noem says in the new ad that "illegal migrants can self-deport to avoid fines and imprisonment" by using the CBP Home app. For now, the ad has only appeared on social media platforms.

Previously, Noem has emphasized that individuals who self-deport "will still have the opportunity to return legally in the future." Those who do not comply, she warns, will be tracked down and deported by immigration officials and "will never return."

Last month, the campaign drew backlash from several Mexican officials, including Sheinbaum, who called on broadcasters to pull the ad, calling it "a discriminatory message" against migrants.

Sheinbaum also announced plans to introduce legislation that would prohibit foreign governments from purchasing airtime for political or ideological advertising that she said insults Mexico or its values.

"If a city in a country wants to promote its tourism or culture, that's very different from a paid advertisement that spreads discriminatory messages," Sheinbaum said.

The DHS ads, featuring images of migrants crossing the border, drugs, and police mugshots of men from various racial backgrounds, have been airing on social media and during prime-time soccer matches on Mexican television for several weeks.

Narrated by Noem, the ads deliver a blunt message:

The campaign is part of the "Stronger Borders, Stronger America" initiative, which was launched under the Trump administration following a national emergency declaration at the southern border on Jan. 20. The effort was approved under the justification of "unusual and compelling urgency."

According to the Mexican news outlet Animal Político, the U.S. government has allocated nearly $200 million to run the campaign on free-to-air television and digital platforms.

U.S. Embassy in Mexico is paying for Facebook campaigns

The report also noted that the U.S. Embassy in Mexico has been actively promoting the campaign on social media.

According to data from the Meta Ad Library, the embassy has spent approximately $600 to boost content discouraging migrants from crossing into the United States. U.S. consulates in Guadalajara and Ciudad Juárez have also distributed similar campaign materials.

Between January and March, the embassy promoted six pieces of content, including an anti-immigration video narrated by Noem.

Messages included in the ads warn migrants: "Don't take the risk" and "If you're thinking about entering the United States illegally, don't even consider it."