The U.S. Department of Homeland Security (DHS), working with the U.S. Immigration and Customs Enforcement (ICE), has quietly ramped up an aggressive recruitment advertising campaign on major streaming platforms and social media. New figures show the scale of the push, as well as the financial heft behind it.
According to reporting by Rolling Stone, DHS/ICE has spent roughly $2.8 million on ads across Meta platforms (Facebook & Instagram) since March 2025. An additional $3 million has gone into Spanish-language ads via Google and YouTube, for a combined total of around US $5 million in digital ad spending.
While the audio streaming platform Spotify also carried ICE recruitment messaging, the figures are far smaller at about $74,000, according to Rolling Stone. The campaign is not limited to audio or social channels. Other outlets such as Hulu, HBO Max, Pandora, and various cable networks have also carried recruitment spots encouraging users to “fulfill your mission” and join ICE.
DHS has publicly reported that more than 175,000 applications have been submitted to join ICE as a result of the ad blitz, and at least 18,000 tentative job offers have been extended. Incentives include up to $50,000 signing bonuses, student-loan repayment benefits, and enhanced retirement packages.
Spotify has defended the decision to run the ads, stating they are “part of a broad campaign the U.S. government is running across television, streaming, and online channels,” and that the messaging did not violate the platform’s ad policy. Still, the campaign sparked backlash among users and artists. Community forums on Spotify and Pandora logged complaints alleging ads that begin with statements such as “millions of dangerous illegals are rampaging the streets.”
This marks the second controversy Spotify has faced this year since the company’s founder and CEO, Daniel Ek, via his investment vehicle Prima Materia, led a $698 million funding round in the German defence-tech firm Helsing, which develops AI-controlled combat drones and other autonomous weapons systems.
That disclosure triggered a wave of artist backlash on the platform, with bands such as King Gizzard & the Lizard Wizard, Xiu Xiu, and Massive Attack publicly announced the removal of their catalogues from Spotify over the “we don’t want our music killing people” rationale.
The recruitment push comes amid a stated goal by ICE to hire roughly 10,000 new enforcement officers to help carry out the administration’s immigration priorities. By investing in platform-based ads and streaming channels, DHS is targeting younger demographics and media-consumption habits that go beyond traditional recruitment channels.
Originally published on Latin Times
