A Spotify spokesperson has reportedly defended its decision to allow US Immigration and Customs Enforcement (ICE) recruitment advertisements to run on the streaming platform.
Per the The Independent, the Stockholm-based streaming giant said the ICE ads, which contain fearmongering references to "dangerous illegals", do not violate policy and are "part of a broad campaign the US government is running across television, streaming and online channels". Digital platforms including HBO Max, X, YouTube, Amazon Prime Video, LinkedIn and Meta, as well as cable television channels, have also reportedly been broadcasting ICE ads. This appears to be part of the "PR blitz" ICE confirmed in August to target Gen Z for more than 14,000 open immigration officer jobs.
The Spotify spokesperson told the Independent that the ads, which one TikTok poster said began with the words "millions of dangerous illegals are rampaging the streets", meet the advertising standards as described on the company's website. When detailing the types of ads Spotify does not allow, the "Dangerous or Derogatory Content" category specifies ads that: "Promote, incite, or glorify violence; Harass, bully or incite hatred against any individual or group; Promote stereotypes or negatively portray or attack an individual or group on the basis of race, religion, gender identity or expression, ethnicity, nationality, sexual orientation, veteran status, age, disability or other characteristics associated with systemic discrimination or marginalization".
As the ICE ads hit streaming platforms in recent months, users have voiced outrage on Spotify's and Pandora's official community forums, threatening to unsubscribe. One Spotify user posted: "Just heard it. 'Fulfill your mission to protect America. Join at Join.Ice.Gov' cancelling my subscription TONIGHT". Another added: "Just came here to say that attempting to report the ad results in chats being disconnected almost immediately with no solution being offered." Some Premium subscribers said while they don't hear the ICE ads due to their pricing tier, they intend to unsubscribe due to the campaign.
In a statement to Rolling Stone, US Department of Homeland Security (DHS) assistant secretary Tricia McLaughlin said: "The ICE recruitment campaign is a resounding success with more than 150,000 applications rolling in from patriotic Americans answering the call to defend the Homeland by helping arrest and remove the worst of the worst from our country". DHS said it "already issued more than 18,000 tentative job offers". McLaughlin said "there was 'nothing offensive or partisan' about removing what the [Trump] administration believes are criminals from the country".
In addition to targeting Gen Z via streaming platforms, ICE recruitment efforts have also used television ads in specific city markets to appeal to "frustrated" local police officers, according to an Associated Press report earlier this month. A voiceover in one TV ad said: "You took an oath to protect and serve, to keep your family, your city, safe. But in sanctuary cities, you’re ordered to stand down while dangerous illegals walk free." This recruitment push offers a $50,000 signing bonus and tuition assistance.
This month, Spotify CEO and co-founder Daniel Ek announced he will be stepping down as CEO at the start of next year. He will serve in a new Executive Chairman role as of 1st January, 2026. Ek led a €600 million investment round for German AI military defence company Helsing this past June.
In January this year, it was reported that Spotify donated $150,000 to Donald Trump's inauguration ceremony.
Controversy surrounding the streaming giant has prompted multiple artists and labels, including Massive Attack and Kalahari Oyster Cult, to pull their music from the platform.
Earlier this year, Apple Music launched a tool that allows users to import their playlists from streaming platforms such as Spotify to its platform.