US Spends Over Half a Million on YouTube Ads to Deter Irregular Migration

In April 2025, the United States Department of Homeland Security (DHS) launched an extensive digital advertising campaign on YouTube, investing over $594,000 to discourage irregular migration. The campaign features at least 30 ads that warn undocumented migrants of deportation and bans on reentry, using strong language to criminalize unauthorized migration and promote "self-deportation" via the CBP One app.

The campaign’s spending is geographically strategic, focusing heavily on states with large migrant communities rather than border regions. California received the largest share with $208,000, followed by Texas and Florida, each receiving close to $120,000. This approach aims to maximize psychological impact where migrants are more vulnerable to misinformation and social pressures.

The ads, led by Homeland Security Secretary Kristi Noem, use confrontational rhetoric linking irregular migrants to violent crimes, stating, "Pedophiles. Rapists. Murderers. These are just a few of the illegal aliens we've deported." The campaign also promotes the CBP One app, which allows migrants to schedule voluntary deportations or asylum applications but has been criticized by human rights groups for lacking safeguards and transparency.

Mexico’s President Claudia Sheinbaum has strongly condemned the ads, labeling them discriminatory and a violation of Mexican sovereignty. The ads aired on Mexican free-to-air television during popular programs, exploiting a legal loophole that allows foreign governments to buy advertising space. In response, Sheinbaum is pushing for reforms to Mexico’s Federal Telecommunications Law to ban foreign political or ideological ads across TV and social media platforms.

This campaign is part of a broader US strategy to deter irregular migration, including public messaging, physical border measures, and legal actions targeting migrants. It aligns with former President Donald Trump’s promise to deport millions by 2025, using laws like the Enemy Alien Act and ending humanitarian parole for certain nationalities. However, the escalating rhetoric and cross-border media presence have strained US-Mexico relations, highlighting the complex interplay between digital communication, policy enforcement, and international diplomacy.

The DHS’s use of advanced targeting technology on platforms like YouTube and social media underscores the growing role of digital tools in migration policy enforcement. Meanwhile, Mexico’s legal reforms aim to safeguard national sovereignty and regulate foreign influence in its media landscape. The effectiveness and ethical implications of such campaigns will continue to be debated as digital borders become as contested as physical ones.