The AI-generated image on X featured a brown-bearded man. (X/@GovPressOffice)
Washington: The US Department of Homeland Security (DHS) has removed a controversial advertisement promoting voluntary self-deportation after facing strong criticism from Sikh and Indian-American groups. The campaign sparked a debate over racial profiling after critics alleged that the advertisement appeared to target the Sikh community.
The advertisement, shared as part of the DHS campaign on undocumented migrants leaving the United States voluntarily, featured an AI-generated image of a brown-bearded man identified as “Mr Singh”.
The advertisement carried the message, “Get off our roads, you don't know how to drive Mr Singh.” It was linked to the DHS campaign against unlicensed commercial drivers in the US.
Soon after the post appeared on social media platform X, several Indian-American organisations and Democratic leaders criticised the campaign, calling it insensitive and discriminatory.
Critics argued that using the surname “Singh” along with the image of a brown-bearded man created a negative stereotype about the Sikh community.
Several advocacy organisations, including Sikh Coalition, Hindu American Foundation, HinduAction and Coalition of Hindus of North America, objected to the post.
The Hindu American Foundation said that people with the surname Singh belong to diverse communities and criticised what it described as profiling based on identity and appearance.
The controversy also drew reactions from political leaders. California Governor Gavin Newsom criticised the advertisement, accusing the Trump administration of promoting racist messaging targeting Sikhs.
California Senator Adam Schiff also attacked the campaign, alleging that the advertisement encouraged suspicion against millions of Americans based on their background.
Despite removing the “Mr Singh” advertisement, DHS continued its broader campaign against undocumented immigrants.
The department later posted about Harjinder Singh, an Indian-origin truck driver who was arrested after a road accident that killed three people. DHS blamed immigration policies in California while defending its crackdown efforts.
The department said its campaign was aimed at encouraging undocumented migrants to voluntarily leave the country through the CBP Home programme.
Under the DHS voluntary departure initiative, undocumented migrants can register their intention to leave the United States on their own.
According to DHS, eligible individuals may receive travel assistance and a financial incentive of USD 2,600 after completing the process.
The removal of the advertisement has intensified debate in the US over immigration enforcement, racial representation and government messaging.
