Advocates Slam DHS Holiday Self-Deportation Ad: 'To…

Advocates Slam DHS Holiday Self-Deportation Ad: 'To Promote Something So Cruel'

DHS launched a Cyber Monday-themed video promoting self-deportation (Credit: Homeland Security official X account)

Immigrant advocates are criticizing a new Department of Homeland Security campaign that promotes voluntary departure using holiday-themed messaging, calling the approach harmful to immigrant communities.

"To promote something that is so cruel, especially at this time," said Norieliz De Jesus, a youth director with La Colaborativa in Chelsea to NBC10 Boston. She argued that many migrants did not choose to leave their home countries willingly:

"For many of our families, immigration wasn't a choice. It was necessary. And so to make fun of it as if you have an option to now be reunited with your family back home, it's inhumane"

The campaign, launched on Cyber Monday, advertises free airfare and a $1,000 stipend for undocumented immigrants who use the government's CBP Home app to leave the United States voluntarily and verify their departure. A promotional video styled as a retail infomercial opens by asking: "Are you an illegal alien in the United States? Are you looking for the perfect holiday gift for your family?"

The CBP Home App is offering illegal aliens the best Cyber Monday deal of the season.

Fly home for FREE and receive a $1,000 exit gift.https://t.co/YGo3uuO3hc pic.twitter.com/bxZpJuDRZK
— Homeland Security (@DHSgov) December 1, 2025

DHS said the offer is intended to help individuals travel home during the holiday season while avoiding potential penalties. Participants must agree to coordinated travel and meet documentation requirements before reimbursement is issued.

Some immigrants consulted by NBC view the messaging as unsettling. Ana Cruz, who came to the U.S. from El Salvador as a teenager, said the video echoes discrimination she has experienced in the workplace. "'Immigrant, go back to your country,'" she recalled being told.

Media analysts added that the campaign appears aimed more at political messaging than at outreach to undocumented populations. "This ad is certainly not targeting undocumented and immigrants in the United States," said Vincent Raynauld, a communications associate professor at Emerson College. "This is more geared towards promoting the efforts of the Trump administration." He said the exaggerated format was designed for viral circulation.

A DHS spokesperson defended the initiative, calling it "a reminder" that individuals "can take advantage of the generosity of U.S. taxpayers' giving Christmas spirit with a free flight home and a $1,000 stipend." Officials also cited a broader goal of reducing enforcement costs and said millions have already departed the country this year.

Opponents maintain the effort risks stigmatizing vulnerable communities. "It's distressing," Cruz said, adding she and others often feel pressure to stay quiet.

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