US Internet and TV ads encourage self-deportation

According to EFE, the United States government has just launched a multimillion-dollar television and online advertising campaign targeting undocumented migrants. Under the theme of promoting self-deportation through the CBP Home app, the ads outline the legal and economic risks for undocumented immigrants and offer financial incentives for those who choose to leave voluntarily.

Incentives and government message

The ads, broadcast in multiple languages and shown both at home and abroad, include direct messages such as: “If you're an illegal alien, this runway is your future.”, A statement from Homeland Security Secretary Kristi Noem, who appears in the videos showing alleged migrants ready to be deported.

Benefits offered include: a free return trip, waiver of fines for final departure order, a $1,000 bonus for self-deportation and the possibility of legally returning to the U.S. in the future.

Dissemination and outreach strategy

According to the Department of Homeland Security itself, the campaign will be broadcast on television, radio and digital platforms, with advanced segmentation to reach undocumented migrants inside and outside the US, using social media, text messaging, and personalized digital media.

International reaction

In Mexico, the broadcast of these advertisements during football matches has been considered “discriminatory” by President Claudia Sheinbaum. In response, a legal reform was proposed to prohibit foreign government advertising with political or ideological content in Mexican media.

The campaign, valued at $200 million, is part of Donald Trump's strategy to curb illegal immigration. Human rights organizations are concerned about CBP Home, highlighting a potential lack of transparency and expedited deportations without safeguards in the process.

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Sources:

• laprensa.hn
• Homeland Security
• FT