Outrage over Spotify running advertisements for US Immigration and Customs Enforcement ramped up on Tuesday, with the progressive advocacy group Indivisible urging users to cancel their subscriptions until the ICE ads are removed, engage in peaceful protests outside the streaming giant's offices and events, and call on artists to boycott the platform.
Aiming to deliver on President Donald Trump's campaign promise of mass deportations, the US Department of Homeland Security (DHS) this summer launched an ICE recruitment campaign, with incentives including a $50,000 signing bonus, student loan repayment and forgiveness options, enhanced retirement benefits, and more.
With 276 million subscribers and 696 million monthly active users last quarter, Spotify is the world's largest streaming service. Earlier this month, a Spotify spokesperson told The Indepedent that the ads encouraging listeners to "join the mission to protect America" and "fulfill your mission" by applying to become an ICE agent do not violate the company's advertising policies.
The spokesperson added that the ads are "part of a broad campaign the US government is running across television, streaming, and online channels."
The British outlet noted that "they mirror similar advertising that has been seen on cable television, X, YouTube, LinkedIn, and Meta," and subscribers to ESPN, HBO Max, Hulu, and Pandora have also complained of encountering ICE ads.
As Trump's anti-migrant rampage continued in Chicago and other cities across the country on Tuesday, Indivisible sent out an email with the subject line: "Don't stream fascism. Cancel Spotify."
"Spotify is running ads recruiting agents for ICE," the email says. "Let that sink in. A platform built to connect creators and listeners is helping an authoritarian regime build up its secret police force. They're choosing complicity over the artists, podcasters, and fans who make Spotify what it is—and when users and musicians called them out, Spotify's first act was doubling down."
"But we're not going to idly accept that. We're going to make them listen," the email continues, pointing to the boycott of Disney in September, after the Trump administration's bullying briefly got Jimmy Kimmel's late-night show yanked off of ABC.
Indivisible also published a video tutorial for canceling a Spotify premium account and a webpage with its demands for the company's founder and chief executive, Daniel Ek, as well as incoming co-CEOs Gustav Söderström and Alex Norström:
- Immediately terminate all ICE and DHS advertising contracts with Spotify;
- Spotify must update its advertising policy to prohibit government propaganda and hate-based recruitment campaigns; and
- Spotify must commit to defending civil rights and standing up for communities under threat from authoritarian actions.
As for Spotify users who cancel their accounts and peaceful protesters, Indivisible is calling on them to promote their actions on social media with the hashtags #CancelSpotify, #DontStreamFascism, and #StopICEAds.
