U.S. Secretary of Homeland Security Launches Anti-Migrant Ads on Mexican National TV During Fútbol Matches

U.S. Secretary of Homeland Security Launches Anti-Migrant Ads on Mexican National TV During Fútbol Matches
Credit: YouTube

Spanish-language warnings have flooded Mexican television screens. Viewers tuning into fútbol matches and primetime entertainment are now greeted by arrest footage and a firm message from Kristi Noem, the current Secretary of Homeland Security. Speaking directly to the camera, she offers no ambiguity. “You will be hunted,” she says in English. Unauthorized border crossings, she claims, will lead to deportation and long-term bans. “If you are considering coming to the United States illegally, don’t even think about it.”

According to EL PAÍS, the ads are part of a campaign that the U.S. government claims is aimed at deterring irregular migration. Its launch marks a sharp shift in how border policy is now being communicated abroad.

Is This An ‘Anti-Migrant’ Strategy?

From her post in Washington, Noem has led a rapid resurgence of executive action. Border access through the south has been suspended by decree. Migrants are being expelled en masse. Several Venezuelan nationals were recently sent to El Salvador, where they were placed in maximum-security detention facilities. The move sparked concern among judicial figures in the U.S. and drew criticism from international rights groups.

Months before the broadcasts began, Noem traveled to Mexico City to meet privately with President Claudia Sheinbaum. Details of the meeting were not released. What emerged instead was a report that Noem had delivered a document outlining specific demands related to migration enforcement and narcotics control. The content, sources said, was considered central to current U.S. foreign priorities.

Support Has Been Given in the Past

Earlier this year, the Mexican government launched its own television campaign with a markedly different tone. With the slogan “Aléjate de las drogas. El fentanilo te mata,” the initiative seeks to educate the public, particularly youth, on the risks of fentanyl. It features scientific information, practical advice for parents and teachers, and messages promoting self-care. The U.S. administration shared the campaign message as an attempt to support its southern neighbor.

Now, what lingers is not only the tone of Noem’s words but the decision to deliver them on Mexican soil, through Mexican airwaves, during Mexican family programming. That choice, more than the language itself, reveals the message’s intended recipient — and its real purpose.

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