The Department of Homeland Security (DHS) has launched a video campaign on Mexican television warning against unlawful migration as part of the Trump administration's effort to reduce the flow of undocumented migrants entering the U.S.
The campaign has drawn criticism from Mexican President Claudia Sheinbaum, who said the ads contain discriminatory messages, violate human dignity and could incite violence against migrants. In fact, Sheinbaum said this week she was preparing legislation to ban foreign governments from purchasing airtime for political or ideological ads that insult Mexico or its values.
Such ban could impact the campaign led by DHS, as the U.S. government has already allocated hundreds of millions of dollars for the campaign. According to Animal Político, DHS has already approved nearly $200 million for the campaign to push the ads on free-to-air television and digital platforms.
The commercial, which includes images of migrants crossing the border, drugs, and police headshots of men from various racial backgrounds, has aired during prime-time soccer matches on Mexican networks such as TV Azteca and Televisa.
Although official figures paid by the U.S. government to Mexican TV networks has not been disclosed, the outlet says that an advertising slot like the one used during Televisa's broadcast of Club América vs Mazatlán can cost between $12,000 and $117,000, according to Televisa's 2025 rate card.
The campaign is part of the Stronger Borders, Stronger America initiative, which was approved under the justification of "unusual and compelling urgency" from the Donald Trump administration when he signed a national emergency declaration at the southern border in January 20.
Official documents reviewed by Animal Político show that the contract was awarded through a non-public process limited to just two companies: Safe America Media and People Who Think, both of which have ties to the Republican Party.
In the contract approved by DHS, an estimated budget of $200 million was approved and split evenly between Safe America Media and People Who Think. Both companies are responsible for tasks such as purchasing advertising space on television, radio, and digital media, producing multimedia content, and designing and executing advertising campaigns.
U.S. Embassy in Mexico is paying for Facebook campaigns
The report published by the Mexican outlet also highlighted the efforts made by the campaign on social media.
According to a data review from the Meta Ad Library, the U.S. Embassy in Mexico has spent around $600 to promote content aimed at discouraging migrants from crossing into the United States. Similarly, the consulates in Guadalajara and Ciudad Juárez have also shared the content.
Between January and March, the U.S. Embassy in Mexico promoted six pieces of content, including an anti-immigration video by DHS Secretary Kristi Noem addressing migrants with messages such as "don't take the risk," and "if you're thinking about entering the United States illegally, don't even consider it."
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