Borderlines of Respect: Mexico Challenges U.S. Migrant Ad Campaign

Mexican President Claudia Sheinbaum has announced plans to prohibit advertisements from the U.S. Department of Homeland Security (DHS) from airing within Mexico. These ads, which have recently flooded Mexican television, depict Secretary Kristi Noem sternly warning migrants against illegal entry into the United States. In one of the prominent 30-second clips, Noem, dressed in a light purple suit, declares, “If you are a criminal alien considering entering America illegally, don’t even think about it,” and continues with a chilling statement: “We will hunt you down.”

President Sheinbaum has condemned the ads as “discriminatory,” particularly criticizing their timing during widely viewed soccer matches and primetime shows. In response, her administration submitted legislative reforms to Mexico’s Congress that would block foreign governments from spreading what is perceived as political or ideological propaganda. Sheinbaum emphasized that such messages degrade migrants and have no place in Mexican media.

Despite the backlash, DHS defended its messaging strategy. In a statement to media, Assistant Secretary Tricia McLaughlin insisted the campaign is having a tangible effect, noting a historic drop in illegal border crossings. She attributed the success to the strict immigration stance taken under former President Trump and current Secretary Noem. The initiative is part of a high-budget campaign using a variety of platforms — including television, social media, and text messages — to dissuade undocumented migration.

The controversy deepened with a new set of ads released earlier this week, in which Noem instructs undocumented migrants to self-deport or face severe legal consequences, including prison time and deportation. She also claimed that thousands of individuals have already been deported under the Trump administration, some of whom she accused of heinous crimes. However, these claims have not been independently verified, and families of deported individuals have told media outlets that their loved ones had no criminal records.

President Sheinbaum argued there is legal precedent for banning such content, referencing a former telecommunications regulation that prevented foreign political propaganda from being broadcast on domestic media. Although that clause was removed during a previous government, Sheinbaum has called for an investigation into its removal and advocated for its reinstatement, citing the need to uphold Mexico’s national dignity and sovereignty.

The proposed legislation appears to have strong backing in the Mexican Senate. Gerardo Fernández Noroña, President of the Senate, confirmed that lawmakers intend to expedite the bill and send it swiftly to the Chamber of Deputies. He expressed confidence that there would be little opposition to reintroducing the regulation, framing it as a bipartisan commitment to national integrity.

Sheinbaum clarified that Mexico remains open to international advertisements that promote culture and tourism, but draws a strict line when it comes to politically charged messaging. “We have no issue with countries promoting themselves or engaging in cultural exchange,” she said. “The issue is with government-sponsored propaganda, particularly when it is discriminatory.” Supporting this stance, Mexico’s anti-discrimination agency issued a formal request to broadcasters to pull the ad, warning that it promotes a narrative that could incite hostility or violence against migrants.