Mexican President Claudia Sheinbaum is pushing back against a wave of U.S. government anti-immigration ads being broadcast across Mexico, calling them “discriminatory propaganda” and proposing legislation to ban them.
The ads, produced by the U.S. Department of Homeland Security (DHS), feature Homeland Security Secretary Kristi Noem warning migrants against entering the United States illegally. One 30-second spot shows Noem in a lavender suit saying, “If you are a criminal alien considering entering America illegally, don’t even think about it,” followed by a warning: “We will hunt you down.”
The commercials have aired during primetime television, including soccer matches, sparking public backlash in Mexico. On Tuesday, Sheinbaum’s government submitted a reform proposal to Mexican lawmakers that would prohibit foreign governments from distributing what it deems political or ideological propaganda within the country.
“We do not agree with the discriminatory messaging being broadcast on TV, radio, and social media by the United States government targeting migrants,” Sheinbaum said during a press conference in Mexico City.
In response to CNN’s request for comment, DHS defended the campaign. “The data shows the world is hearing our message. Border crossings are at a historic low,” said DHS Assistant Secretary Tricia McLaughlin via email. “Thanks to President Trump and Secretary Noem, we have the most secure border in history.”
The ad campaign is part of a larger, multimillion-dollar effort to deter illegal immigration. According to DHS, the content is “hyper-targeted” at undocumented migrants and distributed not only in the U.S., but also abroad, using TV, radio, social media, and text messages.
In another round of ads released this week, Noem urges undocumented immigrants to self-deport or face fines, imprisonment, and forced removal. She also claims that the Trump administration has deported tens of thousands of migrants, some allegedly involved in serious crimes — claims CNN has not independently verified. Some families of deportees have previously told CNN their relatives had no criminal records.
Mexico Moves to Reinstate Legal Protections
Sheinbaum said her administration is reviewing a previously repealed law that barred foreign governments from airing political propaganda in Mexico. “We believe our sovereignty and respect for the people of Mexico require restoring that article in the telecommunications law,” she said Monday.
Senate President Gerardo Fernández Noroña said on Tuesday that lawmakers would fast-track the measure. “I don’t believe there’s a single parliamentary group that opposes this reinstatement,” he said.
Sheinbaum clarified that her administration has no issue with foreign governments promoting tourism or cultural initiatives in Mexico. “The problem is when these ads cross the line into discriminatory political propaganda,” she said.
Mexico’s National Council to Prevent Discrimination has also weighed in, sending a letter to broadcasters asking them to stop airing the DHS commercials. “Our analysis finds the ad contains a discriminatory message that undermines human dignity and could promote rejection or violence against migrants,” the agency wrote.