ICE is spending millions on ads to recruit new agents

The Trump administration is spending millions on advertisements aimed at recruiting new U.S. Immigration and Customs Enforcement agents. The ads are so widespread that TV viewers and social media users alike are seeing them everywhere, including on YouTube, Spotify, and LinkedIn. 

In one recent ad seen on LinkedIn, a stern-faced Uncle Sam points at the viewer. The message reads: “Join ICE Today” along with the note, “$50,000 signing bonus” at the bottom. Likewise, a 30-second TV spot that originally aired during the 2025 MTV Video Music Awards broadcast in September has been spotted nationwide in the months since. “You took an oath to protect and serve, to keep your family, your city, safe,” the narrator says in the promotion. “But in sanctuary cities, you’re ordered to stand down while dangerous illegals walk free.” 

It’s hard to tell what sets certain cities apart, but the call to action has been specifically targeting Albuquerque, Boston, Chicago, Denver, New York, Philadelphia, Sacramento, Seattle, and Washington, D.C. More recently, the ads have been seen in Atlanta, Dallas, Miami, and Salt Lake City, as well as in San Antonio, Houston, and El Paso, Texas, according to AP News.

The ads are part of the Trump administration’s $30 billion initiative to hire 10,000 more ICE agents by year’s end. According to data from Equis, acquired by Rolling Stone, the Department of Homeland Security has been spending millions to reach more and more Americans. DHS has spent about $2.8 million since March to keep ads running on Meta’s Facebook and Instagram. Since August, the agency has paid Meta another $500,000 to run recruitment ads. DHS also spent $3 million on Google and YouTube ads in Spanish instructing people to self-deport. Ads have been running on Spotify and Pandora as well, but Equis did not have data on how much DHS spent on those ads. 

Spending didn’t stop or slow down during the government shutdown, either. According to Newsweek, DHS reportedly kept throwing money at ICE recruitment efforts while millions of workers went without paychecks. Over the three-week shutdown, ICE spent around $4.5 million on paid media. “Millions of people are at risk of losing their food stamps and are about to go hungry because of this government shutdown,” Natalia Campos Vargas, deputy research director at Equis, told Newsweek at the time. “But somehow the Trump administration and DHS and ICE are choosing to spend millions of dollars on ad campaigns. That just feels inherently wrong to me as a taxpayer.”

As ICE has ramped up recruitment efforts, the pushback has been gaining steam. On December 11, Homeland Security Secretary Kristi Noem was grilled by lawmakers about alleged wrongful deportations of U.S. citizens, including military veterans. Noem was confronted with individuals the agency allegedly deported. The secretary left the meeting early and was heckled upon exiting. 

Meanwhile, anti-ICE ads combating the pro-deportation narrative have also popped up on various platforms. In one ad from Home of the Brave, Army veteran George Retes, a U.S. citizen, tells the story of his ICE abduction. 

“My driver’s side window shatters. An agent sticks his arm through and pepper sprays me in the face. They drag me out of the car. They throw me on the ground. They zip-tie my hands behind my back,” Retes says in the video, which is airing nationally across streaming platforms. “Had they just looked at my ID, they would have seen that I’m a U.S. citizen, that I’m a veteran. . . . What’s happening right now isn’t right.”

Still, while many users may be uncomfortable with the surge in ICE ads online, the organizations running them seem undeterred. A Spotify spokesperson told Fast Company that the ad is “part of a broader, well-documented U.S. government campaign running across multiple platforms, including television, streaming, and online channels.” 

The spokesperson added that users are able to control their ad preferences. “Spotify is an open platform that supports a wide range of voices and perspectives, even those some people may personally disagree with. That’s why we believe listener control is key to that balance and users can like or dislike specific ads as well as update their ad preferences, including opting out of certain categories such as government.”

While there has been a surge in calls for Spotify users to boycott the platform over the ICE ads, as well as over founder Daniel Ek’s investment in Helsing, a German defense company, the platform says there has been “no material impact in terms of cancellations.”

Fast Company reached out to LinkedIn and YouTube in regard to the running of ICE recruitment ads but did not hear back by the time of publication.

source https://www.fastcompany.com/91460777/ice-is-spending-millions-on-ads-to-recruit-new-agents