Women’s March Faces Backlash After Viral Anti‑ICE Ad; Critics Say It Betrays Feminist Mission

The Women’s March is drawing sharp criticism after releasing a short, provocative advertisement targeting U.S. Immigration and Customs Enforcement (ICE). The spot shows a fictional ICE officer returning home and being asked by his young daughter, "How was your day?" The scene is intercut with images of masked agents, broken windows and distressed families, while a narrator asks, "What will you say?"

Ad message and caption
The ad’s caption frames the imagery with a direct appeal: "A mask can't hide your shame forever. ICE agents are being recruited everywhere online and in person. Immigrants are being kidnapped, families are being ripped apart, communities are living in fear... When your kids ask what you did at work today, what will you say?" The post also included a hashtag calling to end ICE.

"A mask can’t hide you from your neighbors, your children, from God. They’ll know. You can walk away, before the shame follows you home."

The article that circulated with the ad also referenced a Department of Homeland Security figure alleging a dramatic rise in violence against ICE agents; that claim was presented in the original coverage as a statistic linked to heated political rhetoric.

Political reaction

Conservative commentators and GOP operatives reacted strongly. Commentator Matt Swol called the piece "BEYOND evil," arguing the Women’s March ran the ad in Charlotte, North Carolina, while not running similar public campaigns after the killings of two local women, Logan Federico and Iryna Zarutska. Swol asked, "What happened to the feminists? What happened to actually caring about women?"

Others criticized the ad for what they described as emotional manipulation and fictionalized scenes that demonize law enforcement. California commentator Elizabeth Barcohana labeled the spot "INSANE," while GOP figures pointed to arrests of non-citizen offenders and cartel trafficking as reasons the ad was misguided. Los Angeles GOP leader Lisa Cusack wrote, "Feminists against those who protect women. Great call, ladies."

Context and background

Founded during the first Trump administration, the Women’s March gained prominence through large demonstrations advocating for women's rights and broader progressive causes. The organization says its mission is to build "a base of feminists to end sexism, sexist exploitation, and oppression." It has been an outspoken critic of ICE and of certain immigration policies.

The ad has prompted a broader conversation about advocacy tactics, messaging and whether targeted criticism of an agency like ICE aligns with or conflicts with feminist priorities. Supporters of the ad argue it highlights alleged abuses and humane concerns at immigration enforcement sites; critics say it unfairly demonizes individuals who serve in law enforcement and overlooks other violent crimes.

The Women’s March did not immediately respond to requests for comment.