The United States border is being hardened again, not only with physical walls, but also digital ones. This February, Donald Trump’s administration officially reactivated an intense advertising campaign on web portals and social networks with a crude and direct message: “The border is closed.”
Through the Department of Homeland Security (DHS), the US government has deployed spots designed to generate emotional impact and deter those who seek the “American dream”, warning that the journey only leads to death or deportation.
THE CONTENT OF THE MESSAGE: RAW REALISM IN SPANISH
The ads, strategically distributed in Spanish, use bleak images of clothing and footwear abandoned in the desert. The narrative focuses on three critical points:
- The deception of the cartels: A male voice warns that organized crime is lying about the ease of crossing.
- Fatal risks: Death due to dehydration in the desert, drowning in rivers or asphyxiation in trailers is emphasized.
- Danger for minors: The message launches a special alert on girls and boys, warning of sexual abuse and disappearances during the journey.
The Department of Homeland Security of Donald Trump’s government in the United States relaunched anti-immigrant advertising spots on the web. They warn that “crossing the US border leads to death” to discourage illegal crossing. pic.twitter.com/PR0RkKWWMw
— Sintexto (@SintextoMX) February 10, 2026
“THERE IS NO BETTER LIFE”: THE RHETORIC BEHIND THE SUPER BOWL LX
The dissemination of this propaganda occurs just days after Super Bowl LX, taking advantage of the peak of media attention in the region. The campaign reinforces its impact by citing real tragedies documented by authorities, such as the death of 53 migrants in a trailer in San Antonio, Texas, seeking to eliminate any hope of success in the irregular crossing.
“There is no better life on the other side; those who try will be detained and returned”says one of the digital ads.
A KNOWN AND CONTROVERSIAL STRATEGY
This is not the first time the Trump administration has used this tactic. In previous years, these spots They even reached open television in Mexico, unleashing strong controversies and debates about the regulation of foreign propaganda content.
So far, an end date has not been defined for this digital campaign, but its reactivation marks a point of maximum tension in the anti-immigrant discourse of 2026.
WHAT IMPLICATIONS DOES THIS HAVE FOR THOSE WHO ARE ALREADY ON THE WAY?
Human rights experts point out that, while the campaign seeks to deter, it often does not address the root causes that force people to flee their countries of origin. For now, the message from Washington is uniform and blunt: the border is not open to anyone.
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