Mexico Requests U.S. Ad Pulled Over Specter Of Immigration Violence

Border protection vehicle near a large metal fence.

Mexico’s president demands removal of US anti-immigration ad featuring threatening language as lawmakers consider legislation to ban foreign government messaging on Mexican television.

Key Takeaways

Mexican President Claudia Sheinbaum has asked TV stations to stop airing a US anti-immigration advertisement she describes as discriminatory and potentially inciting violence.
The controversial ad from the Trump administration, developed by then-Homeland Security Secretary Kristi Noem, warns potential migrants “we will hunt you down.”
The advertisement has been broadcast during prime-time programs including major league football games with Spanish subtitles.
Sheinbaum plans to propose legislation that would ban foreign governments from advertising on Mexican television networks.

Mexican President Condemns “Discriminatory” US Advertisement

Mexican President Claudia Sheinbaum has formally requested that television stations across Mexico cease broadcasting a controversial US anti-immigration advertisement. The ad, which originated during the Trump administration, has drawn sharp criticism for its threatening tone toward potential migrants. The Mexican government has taken the unusual step of sending letters to private TV channels requesting they pull the advertisement, citing concerns about its messaging and potential impact on public safety in a country with a complex relationship to migration.

“[The advertisement] contains a discriminatory message that violates human dignity,” Sheinbaum stated, expressing concern that it could provoke “violence against people on the move.”

The advertisement features direct warnings to potential migrants, including the statement from former Homeland Security Secretary Kristi Noem: “If you are considering entering America illegally, don’t even think about it,” followed by the more controversial threat that “we will hunt you down.” These messages are broadcast with Spanish subtitles during prime-time programming, including popular sporting events that reach millions of Mexican viewers.

Broader Campaign Targeting Multiple Countries

The controversial advertisement is not an isolated effort but part of a larger international campaign initiated under the Trump administration’s Department of Homeland Security. According to reports, the campaign includes radio, broadcast, and digital formats distributed across multiple countries. The coordinated nature of the campaign demonstrates a deliberate strategy to deter migration at its source countries, rather than solely at US borders.

The timing of this dispute comes as Mexico has already increased its own border security measures in response to US pressure regarding migration and drug trafficking. Sheinbaum’s administration has been working to balance cooperation with the United States on security matters while also maintaining Mexico’s sovereignty and protecting the dignity of migrants passing through the country.

Legislative Response Planned

Beyond requesting the immediate removal of the advertisements, President Sheinbaum has announced plans to propose legislation that would ban foreign governments from purchasing advertising on Mexican television networks. This unprecedented step would create a legal framework preventing similar campaigns in the future, effectively blocking direct messaging from foreign governments to Mexican citizens through national broadcast channels.

“Migrants are our ‘brothers and sisters,'” Pope Francis said in a Mass at the U.S.-Mexico border in 2016, and those who help them are “prophets of mercy.”

The proposed legislation represents a significant shift in how Mexico manages foreign influence through mass media channels. While the details of the proposal have not yet been fully outlined, such a law would establish a precedent for protecting national airwaves from direct foreign government messaging, particularly when that messaging is viewed as harmful to human dignity or potentially inciting to violence.

Tensions Over Migration Policies

This dispute reflects broader tensions between US and Mexican approaches to managing migration. While the Trump administration and its officials have advocated for deterrence through strong messaging and enforcement threats, others have called for more humanitarian approaches. The advertisement controversy has highlighted the stark differences in perspective on how migration should be addressed, with Mexican officials emphasizing human dignity while some US officials focus on enforcement and deterrence.

“I say this as a lifelong Catholic. He ought to focus on his work and leave enforcement to us. He’s got a wall around the Vatican, does he not?” said Tom Homan, responding to Pope Francis’s pro-migrant stance.

The Mexican government’s actions represent a rare direct intervention into media content being broadcast within its borders. By framing the issue around discrimination and potential incitement to violence rather than policy disagreement, Sheinbaum’s administration has signaled that certain types of messaging – regardless of their source – cross lines that Mexico is unwilling to accept when it comes to treatment of migrants and representation of migration issues.