Advocacy Groups Launch Ads Challenging ICE's Tactics

Ads portray ICE as either overly aggressive or as community-focused, aiming to sway public opinion on the controversial agency.

Published on Feb. 26, 2026

Got story updates? Submit your updates here. ›

Advocacy groups have launched a series of TV and digital ad campaigns in recent months that take sharply contrasting views on the tactics of U.S. Immigration and Customs Enforcement (ICE). While some ads depict ICE agents as overly aggressive and violent, others portray them as everyday community members just doing a difficult job. The ads, which have aired in cities targeted by heightened ICE activity and on streaming platforms, aim to shape public opinion on the controversial federal agency.

Why it matters

The ads represent a new tactic by advocacy groups to directly target a federal agency and its agents, rather than just challenging broader public policies. With polls showing nearly two-thirds of Americans believe ICE has gone too far, the ads seek to galvanize opposition to the agency's tactics, which have sparked shock and outrage nationwide.

The details

The ads have featured a range of approaches, from showing graphic footage of ICE agents' confrontations with civilians to portraying the agents as community-focused individuals. One ad produced by the Women's March addressed ICE officers directly, asking them to consider the impact of their actions on their own families and communities. Another ad from MoveOn Civic Action spoofed ICE recruitment ads, while an Interfaith Alliance spot juxtaposed ICE's militaristic actions with a child singing 'O Holy Night.' A pro-ICE ad from the shadowy group American Sovereignty, which aired during the Super Bowl, sought to cast the agency's work in a positive light.

  • In mid-January, leaders at the Jewish Democratic Council of America heard podcaster Joe Rogan's 'Gestapo' comparison of ICE, which spurred them to produce an ad addressing the issue.
  • On February 9, the Jewish Democratic Council of America's ad featuring Rogan's quote debuted on MSNOW and CNN.
  • On February 13, President Trump announced that ICE would withdraw its agents from Minneapolis after the high-profile killings of Renee Good and Alex Pretti.

The players

Women's March

A global advocacy group that produced an ad addressing ICE officers about the impact of their actions on their own families and communities.

MoveOn Civic Action

A progressive nonprofit that produced an ad spoofing ICE recruitment ads.

Interfaith Alliance

A national civil and religious rights organization that produced an ad featuring a child singing 'O Holy Night' over footage of ICE agents' confrontations with civilians.

American Sovereignty

A shadowy group that produced a pro-ICE ad portraying the agency's agents as community-focused individuals.

Jewish Democratic Council of America

An organization that produced an ad featuring podcaster Joe Rogan's 'Gestapo' comparison of ICE, which aired on MSNOW and CNN.

Got photos? Submit your photos here. ›

What they’re saying

“Are we really going to be the Gestapo? Is that what we've come to?”

— Joe Rogan, Podcaster (Jewish Democratic Council of America ad)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

These ads highlight the growing public concern over ICE's tactics and the efforts by advocacy groups to challenge the agency's actions and shape public opinion. The contrasting portrayals of ICE agents as either overly aggressive or community-focused reflect the deep divisions over the agency's role and the need for greater accountability and transparency.