Controversial DHS Ad Sparks Outrage Over Racial Profiling

A recent advertisement by the Department of Homeland Security urging 'Mr. Singh' to self-deport has ignited significant controversy. Advocacy groups have condemned the ad as racist and discriminatory, highlighting ongoing issues of profiling against Sikhs and other communities. The ad features AI-generated imagery and references to the Transformers franchise, which has further fueled the backlash. As the DHS promotes its CBP Home program for voluntary self-deportation, the implications of such messaging raise concerns about racial profiling and its impact on communities. This incident underscores the need for a broader conversation about representation and discrimination in government communications.

By Narendra Chaudhary Sep 10, 2026, 11:31 IST

DHS Advertisement Draws Criticism

AI-generated advertisement image by the US Department of Homeland Security (Photo: @MahuaMoitra/X

Washington, Sep 10: An advertisement released by the Department of Homeland Security (DHS) urging "Mr. Singh" to self-deport has ignited a significant backlash, with various advocacy organizations labeling it as "racist" and "anti-American."

The DHS utilized AI-generated visuals on X to advance its initiative against unlicensed commercial drivers, showcasing a brown-bearded individual alongside the phrase: "Get off our roads, you don't know how to drive Mr. Singh."

A brief video linked to the post on X features Megatron, the notorious villain from the Transformers series, negotiating for the release of "aliens"—a term the US government uses for foreign nationals.

In the clip, Megatron is depicted seeking the freedom of truck drivers Harjinder Singh, Rajinder Kumar, Bekzhan Beishekeev, Akhror Bozorov, and Jasveer Singh, who were implicated in road incidents and other offenses.

"If you come to this nation with hostile intentions, be aware. We will protect ourselves. We will uphold American values. We will safeguard our homeland," stated the DHS in a post on X.

Another post features Optimus Prime, the hero from the Transformers series, adorned with a DHS arm patch, confronting the brown-bearded man with the warning: "Self-deport or find out."

The mention of "Mr. Singh" in the advertisement has faced backlash from advocacy groups, including the Hindu American Foundation and the Sikh Coalition.

"'Singhs' represent Hindus, Sikhs, and Americans who drive. This racist, un-American, and anti-Indian profiling by @DHSgov should disturb our nation's collective conscience," the Hindu American Foundation (HAF) remarked in a post on X.

"This discriminatory message from a federal agency transcends political rhetoric, and we call for an investigation," the HAF added, tagging Assistant Attorney General Harmeet K Dhillon and FBI Director Kash Patel.

"Twenty-five years post-9/11, Sikhs continue to be targeted and profiled based on appearance," the Sikh Coalition expressed in a post on X.

"Millions of Sikhs in the US carry the surname Singh, meaning lion. We remain proud to identify as Sikhs, even when our government depicts us as adversaries," the Sikh Coalition stated.

This controversy arises amidst a DHS campaign promoting its CBP Home program, which enables eligible undocumented migrants to voluntarily express their intent to leave the United States.

Individuals opting for self-deportation may receive travel assistance and an exit bonus of $2,600, as per the DHS.