[52505] The rebranding revolution in Washington: The US immigration agency ICE changes its name to NICE

Dramatic rebranding in U.S. immigration authorities

In a surprising move intended to change the public perception of law enforcement authorities in the U.S., the Trump administration approved the name change of Immigration and Customs Enforcement (ICE) to NICE (National Immigration and Customs Enforcement).

According to a report on Abu Ali Express, which is known for a line supporting Netanyahu and Trump and expressing reservations about the policies of the American left, the initiative began as a suggestion on social media that was adopted by the White House and the Department of Homeland Security. The purpose of the change is "to improve branding after the many protests this year against ICE and the criticism from media outlets on the left side of the map in the U.S." according to Abu Ali Express.

On NTD Hebrew News, which expresses a position supporting the Trump administration and its policies, it was noted that the President responded directly to the online suggestion by saying: "Great idea, do it." According to the source, the agency will henceforth be called "National Immigration and Customs Enforcement."

Another source, Hadashot 360 | All The News, added that the move comes against the backdrop of harsh accusations against the administration due to its tough immigration policy, with the name change intended to give the agency a more positive connotation in response to the criticism voiced in American media outlets identified with the political left.