As the Trump administration intensifies its crackdown on illegal immigration, a new report shows that U.S. Immigration and Customs Enforcement (ICE) has spent millions on television ads aimed at recruiting local officers to assist in mass deportation efforts.
According to the Associated Press, ICE is targeting select metropolitan areas, particularly sanctuary cities such as Chicago, Seattle, and Atlanta, and more recently, cities and states that limit cooperation with the agency.
The ads, reviewed on the tracking service AdImpact, promote ICE’s mission to arrest “the worst of the worst.” One 30-second spot states:
“You took an oath to protect and serve, to keep your family, your city, safe. But in sanctuary cities, you’re ordered to stand down while dangerous illegals walk free.”
The campaign began airing in mid-September and has expanded to cities including Miami, Dallas, Houston, and Salt Lake City. As of October 6, AdImpact reported over $6.5 million spent on the ads.
Funding and Incentives
The ad campaign is funded through President Trump’s “Big Beautiful Bill”, enacted in July. The legislation, which included tax cuts and spending reductions, also allocated a substantial increase for immigration enforcement, giving ICE and other agencies over $76 billion to expand operations.
To attract new recruits, ICE is offering signing bonuses up to $50,000, tuition reimbursement, and waived age restrictions. These incentives aim to help meet the administration’s goal of deporting one million individuals by year’s end.
Local Concerns
The recruitment push has raised concerns among local law enforcement. Some police departments fear losing potential officers to ICE due to the lucrative incentives.
Danny Diaz, president of the San Antonio Police Officers Association, told the AP:
“We can’t compete with a $50,000 signing bonus. I do think that the younger generation will jump on that.”
In Philadelphia, Police Capt. John Walker said while it’s too early to gauge recruitment impacts, the ads are already having a psychological effect:
“It’s the psychological feel. You want to know that there are cops out there because it makes you feel good. That’s all this is, strengthening the belief that they’re doing something.”
DHS Campaign Targeting Mexico
This is not the first advertising push aimed at reducing illegal immigration. Earlier this year, the Department of Homeland Security (DHS) launched a $200 million campaign in Mexico, featuring Secretary Kristi Noem urging undocumented immigrants to self-deport to avoid fines or imprisonment.
The ads included border crossings, drug seizures, and mugshots and aired during prime-time soccer matches on networks like TV Azteca and Televisa. While exact U.S. payments were not released, Animal Político reported Televisa ad slots could cost $12,000 to $117,000 per broadcast.
The campaign drew criticism from Mexican officials, including President Claudia Sheinbaum, who called it a “discriminatory message” against migrants:
“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.”
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