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The Department of Homeland Security is investing $200 million in a nationwide advertising campaign and a mobile app designed to monitor self-deportations, as the president aims to highlight his tough stance on immigration.
The Trump administration has launched an ambitious initiative aimed at encouraging undocumented immigrants to self-deport, using a combination of a revamped mobile app and a nationwide ad campaign. This move is part of the administration’s broader strategy to tighten immigration enforcement and promote voluntary departure as an alternative to deportation. The Department of Homeland Security (DHS) is investing $200 million in this messaging campaign, which includes television ads and the release of a new version of the CBP One app, rebranded as the CBP Home app.
The CBP Home app, initially created during the Biden administration to help migrants apply for asylum, has been reworked with a new focus: it now includes a self-deportation reporting feature, which encourages undocumented immigrants to voluntarily leave the country. DHS argues that self-deportation is the safest option for immigrants, as it preserves law enforcement resources and allows individuals to leave on their own terms.
As part of this campaign, Homeland Security Secretary Kristi Noem appears in ads urging undocumented immigrants to depart the U.S. voluntarily. In a domestic version of the ad, Noem thanks former President Trump for his immigration crackdown and states: “President Trump has a clear message for those that are in our country illegally: Leave now. If you don’t, we will find you and deport you. You will never return.” The ad emphasizes that immigrants who respect U.S. laws are welcomed, but those who don’t comply with immigration rules face harsh consequences.
This ad has already aired in various regions, including parts of New Jersey, New York, California, and Florida, as well as cities like Phoenix, Dallas, Washington, and Philadelphia. There is also an international version of the ad aimed at discouraging illegal entry into the U.S.
Critics, including some immigration experts and advocacy organizations, have raised concerns over the administration’s self-deportation messaging. Kathleen Bush-Joseph, a policy analyst at the Migration Policy Institute, pointed out that the idea of returning legally after self-deportation may be a misleading promise for many. The consequences of voluntarily leaving the U.S. can vary significantly depending on the individual’s case. Factors like whether they’ve accrued unlawful presence or received a deportation order can influence their future ability to re-enter the country. In some cases, leaving voluntarily could result in a permanent bar from re-entering the U.S. or a lengthy wait before re-entry is possible.
Another concern comes from Heidi Altman, the vice president of policy at the National Immigration Law Center, who emphasized that many individuals who choose to self-deport may never be able to return legally to the U.S., even if they qualify for legal reentry. She argued that the political, moral, and economic costs of coercing individuals into leaving the country are significant, particularly since many are leaving behind homes, families, and communities.
This self-deportation approach aligns with Trump’s goal of carrying out the largest deportation program in U.S. history. Some view the strategy as a way to bypass the logistical challenges of tracking down and deporting an estimated 11 million undocumented immigrants living in the country. The tactic, known as enforcement by attrition, works by making life difficult for undocumented immigrants, ultimately encouraging them to leave on their own. Felipe Sousa-Lazaballet, an immigrant rights advocate, warned that this strategy undermines constitutional rights and encourages fear among immigrants who may feel they have no option but to leave, even if they have legal grounds to stay.
Moreover, Bree Bernwanger, a senior staff attorney at the American Civil Liberties Union, cautioned that voluntary departure (a legal option available during immigration proceedings) could have unintended consequences. Accepting voluntary departure can bar an individual’s future re-entry into the U.S., even if they later qualify for lawful entry. This could prevent individuals who have left the country from seeking legal re-entry, even if they are eligible for a visa or other lawful status.
The launch of the CBP Home app also serves as a tool for the government to track self-deportations, a process that has historically been difficult to quantify. While data exists on voluntary returns and those departing at the border, there is little information on those who leave voluntarily without formal removal proceedings. The app may provide valuable data to track these voluntary departures, but immigration experts have pointed out that this does not necessarily mean that those who leave will ever be able to return to the U.S. legally.
The Trump administration’s self-deportation campaign is highly controversial, with many critics arguing that it puts immense pressure on undocumented immigrants and their families, often leading them to make difficult decisions under duress. As the debate over U.S. immigration policies continues, this new initiative will likely play a central role in shaping the nation’s approach to undocumented immigrants in the coming years.
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