As a Spotify Free user, Mia (@miss.mia777) is not unfamiliar with the typical advertisement that occasionally pops up in between tracks. What she didn’t expect, however, was for one of those ads to ruin her listening experience as she cruised along the highway. The commercial, recruiting agents for Immigration and Customs Enforcement (ICE), led her to promptly delete her account with the music streaming service.
Mia shared her experience in a viral TikTok. It has since earned over 4 million views at the time of writing. Her followers swiftly followed suit, sparking a conversation on the ethics of music streaming.
Why did she delete her Spotify account?
“I was just trying to enjoy my music on Spotify,” Mia begins as she sits in her car. She clarifies that she has the free version of the app. She continues that she’s enjoying her music, is “in a vibe,” when she gets an ad that stops her cold.
“‘Millions of dangerous illegals are rampaging the streets,’” Mia says the ad began, making her jaw drop. “‘Join ICE today.’”
Mia, who says she doesn’t touch her phone while driving, broke that cardinal rule. She picked up her device with a “quickness” to delete Spotify from her phone.
“This was gross. I dont wana be recruited while im listening to music and I DEFINITELY dont wana hear abt ICE,” she added in the caption, tagging Spotify’s TikTok account. We’ve reached out to Mia via TikTok direct message for comment.
Why is ICE recruiting people on Spotify?
The outright rejection of ICE and anything affiliated with its efforts comes on the heels of surging anti-ICE protests throughout the country. Folks, especially Gen Z, have rallied online and IRL to protest the mass deportations ordered by the Trump administration. The inhumane treatment of people, pepper-spraying citizens, and memes joking about families being ripped apart have been criticized at length. Now, people are forced to sit through ICE ads not only on Spotify, but across other platforms as well.
A report by PBS revealed that the federal government has spent “millions” on ICE recruitment ads, which are running not only on music platforms like Spotify and Pandora, but on YouTube, Meta, and more. The reason for this, reported the Independent, is that ICE wants to target Gen Z.
And while other platforms have been running the same ads, it’s viral stories like Mia’s and Juliet’s that have propelled people into deleting their Spotify accounts.
A new Spotify boycott?
Mia, whose bio makes her alignments clear by stating: “I don’t support genocide, I dont support gun violence, i dont support ice, I don’t support trump,” allegedly incited a mass cancellation of accounts.
Several users thanked her for bringing attention to the matter, with many sharing screenshots of their account being deleted.
“I have premium so I would have never heard the ad thanks for spreading the message,” a top comment read while another added, “Thank you for letting us know as some of us would’ve never known since we have premium. Spotify will no longer be a bill in my household.”
When one user pointed out that Mia had inadvertently caused mass cancellations, she replied, “And yo what hell yea. Stuff like that can only be stopped when the masses react and im sooo glad i reached the masses.”
Many took the opportunity to share Spotify alternatives with users who didn’t need much to switch altogether.
“Instead of Spotify & Apple alternatives are:- Qobuz- Soundiiz- Resonate,” one recommended, while others listed Tidal and Apple Music as popular choices.
In an email, a Spotify spokesperson shared the following statement: “This advertisement is part of a broad campaign the US government is running across television, streaming, and online channels. The content does not violate our advertising policies. However, users can mark any ad with a thumbs up or thumbs down to help manage their ads preferences.”
@miss.mia777 @Spotify This was gross. I dont wana be recruited while im listening to music and I DEFINITELY dont wana hear abt ICE. #spotify #ice ♬ original sound – miss.mia777
This isn’t Spotify’s first boycott
The music streaming service is no stranger to boycotts–for years, artists and listeners have complained about unfair pay, the introduction of AI, and even the company’s support of the Trump Administration. Earlier this year, Newsweek reported that the company hosted President Trump’s inauguration brunch, sparking a new wave of backlash. It seems the ICE ads were the final straw folks needed to break up with the streaming service for good.
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