Mexico Pushes Back on U.S. Anti-Immigration Ads, Slams Them as ‘Discriminatory Propaganda’

Mexican President Claudia Sheinbaum is taking a hard stance against a wave of U.S. government ads targeting migrants, calling them “discriminatory” and vowing to ban them from the country’s airwaves.

The controversial ads, part of a Department of Homeland Security (DHS) campaign, have recently aired across Mexican TV — including during soccer matches and primetime slots. In one 30-second clip, U.S. Secretary Kristi Noem delivers a stern warning:
“If you are a criminal alien considering entering America illegally, don’t even think about it.”
She adds, “We will hunt you down.”

That tone has struck a nerve in Mexico.

“We do not agree with the discriminatory propaganda against the migrant population,” Sheinbaum said in a statement. “These messages, broadcast on television, radio, and social media, are unacceptable.”

This week, Sheinbaum’s government introduced a proposal that would prohibit foreign governments from airing what it defines as “political or ideological propaganda” within Mexico. The plan seeks to reinstate a previously removed clause from Mexico’s telecommunications law that barred this kind of messaging.

“I’ve requested an investigation into why that article was removed,” Sheinbaum told reporters on Monday. “We believe it must be reinserted to protect Mexico’s sovereignty and dignity.”

Gerardo Fernández Noroña, president of the Senate, echoed that sentiment, saying the upper house would fast-track the proposal to the Chamber of Deputies.
“I don’t think there’s a single party against reinstating this measure,” he added.

Despite the backlash, DHS is standing by the campaign.

“The data shows the world is hearing our message. Border crossings are at record lows,” said DHS Assistant Secretary Tricia McLaughlin in an email to CNN. “Thanks to President Trump and Secretary Noem, we have the most secure border in history.”

The ad blitz is part of a multimillion-dollar strategy targeting potential undocumented immigrants with pointed warnings — through TV, radio, social media, and even SMS.

In a separate batch of ads launched Monday, Noem urges undocumented immigrants to self-deport or face steep penalties, including jail time and deportation. She also claims that thousands of migrants, some allegedly involved in serious crimes like rape and child pornography, have already been deported under the Trump administration — claims CNN was unable to independently verify.

While Sheinbaum says Mexico welcomes cultural and tourism-related ads from other countries, she draws a clear line when it comes to government-driven political messaging.

“If a country wants to promote its tourism or cultural heritage, there’s no problem,” she said. “But what we’re seeing now is a government spreading propaganda we consider discriminatory. That’s where we draw the line.”

Mexico’s National Council to Prevent Discrimination agrees. The agency sent a formal letter to local broadcasters last week, urging them to pull the ads.

“The content contains a discriminatory message that violates human dignity and could incite rejection or violence against migrants,” the council said.