U.S. Immigration and Customs Enforcement is launching a “wartime recruitment” campaign targeting gun rights advocates and military enthusiasts through social media and online influencers.
U.S. Immigration and Customs Enforcement (ICE) is preparing to launch a $100 million, year-long recruitment drive explicitly targeting gun rights advocates and military enthusiasts, according to an exclusive report by local media published Tuesday.
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The initiative is part of what the agency internally calls a “wartime recruitment” strategy. Its plan is to saturate social media, enlist conservative and anti-immigration online influencers, and deploy hyper-targeted, geolocated advertising.
A 30-page internal document outlines a campaign designed to reach individuals based on their interests and locations. Ads will be directed toward people who have attended UFC matches or NASCAR races, listened to patriotic podcasts, or browsed for firearms and tactical gear.
The tactic relies heavily on platforms popular in conservative circles, such as Snapchat and Rumble, and employs geofencing technology. This allows ICE to send digital ads to the devices of anyone within a specific geographic area -such as a gun show, a tactical gear store, or a military base- during a set time window.
This hiring push follows a congressional move in July that tripled ICE’s enforcement and deportation budget to $30 billion. The Department of Homeland Security has already announced plans to expand ICE’s workforce of 20,000 by adding an estimated 10,000 officers.
The campaign aligns with President Donald Trump’s immigration crackdown, a policy defined by its racial bias since January. According to official year-end data posted by ICE on X, DHS “removed” over 622,000 migrants.
ICE had a busy year, but the work is just getting started. pic.twitter.com/Z659MU9iHD
— U.S. Immigration and Customs Enforcement (@ICEgov) December 31, 2025
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