Trump Administration Launches $200 Million Self-Deportation Campaign

The Department of Homeland Security (DHS) has unveiled a $200 million nationwide initiative aimed at encouraging undocumented immigrants to self-deport. This effort includes a broad advertising campaign and the relaunch of a mobile app, marking a significant step in former President Donald Trump’s crackdown on illegal immigration.

A Shift in Strategy: The CBP Home App
This week, the Trump administration reintroduced the CBP One app under a new name and purpose. Initially designed under President Joe Biden’s administration to facilitate legal asylum applications, the app has been rebranded as CBP Home and now features a "self-deportation reporting" tool. DHS officials describe this as "the safest option" for undocumented immigrants while conserving law enforcement resources.

A Nationwide Ad Campaign
As part of the initiative, DHS has launched a series of ads featuring Homeland Security Secretary Kristi Noem. In the domestic version of the ad, Noem praises Trump’s immigration policies before delivering a stark message:

“President Trump has a clear message for those in our country illegally: Leave now. If you don’t, we will find you and deport you. You will never return. The choice is yours. America welcomes those who respect our laws. Because a strong nation is a safe nation.”

The ad is currently airing in key metropolitan areas, including New York, New Jersey, California, Florida, Phoenix, Boston, Dallas, Philadelphia, and Washington, D.C.

DHS has also released an international version aimed at discouraging illegal immigration before individuals enter the U.S. The Associated Press reports that two Republican-affiliated firms have been contracted to manage the campaign.

The Reality of Self-Deportation
While the administration claims that self-deportation could preserve an immigrant’s chances of legally returning to the U.S., immigration experts warn that the reality is more complex.

Kathleen Bush-Joseph, a policy analyst at the Migration Policy Institute, noted in an interview with NBC News that the consequences of voluntary departure vary widely. Factors such as prior unlawful presence or a deportation order could severely limit one’s ability to re-enter the U.S. legally.

Heidi Altman, vice president of policy at the National Immigration Law Center, criticized the administration’s approach:

"For many who leave, there may never be a legal path back. Forcing or coercing people into leaving their homes and loved ones carries political, moral, and economic costs. The administration should be ashamed."

A Strategy of ‘Enforcement by Attrition’
Expressed concern that the administration is using self-deportation as a means to avoid logistical challenges in removing an estimated 11 million undocumented immigrants from the U.S.

Legal experts, including Bree Bernwanger from the American Civil Liberties Union Foundation of Northern California, emphasized that undocumented immigrants have legal rights, including the ability to challenge removal in immigration court.

Tracking Self-Deportations
One of the most notable aspects of the CBP Home app is its ability to track self-deportations, a metric that has historically been difficult to quantify. While data exists on voluntary departures at the border, there is little official information on individuals who leave the U.S. without going through formal removal proceedings.

As Trump continues to dismantle various legal immigration protections—including refugee programs, Temporary Protected Status, and the original CBP One app—advocates warn that more individuals who were previously in the country legally may find themselves vulnerable to these new enforcement measures.

With Trump’s pledge to carry out "the largest deportation program in American history," this campaign signals a clear shift in immigration enforcement, raising serious legal and humanitarian concerns.

Report based on NBC News coverage.