President Donald Trump said he would like to rename Immigration and Customs Enforcement (ICE) to "NICE," or National Immigration and Customs Enforcement.
The proposal suggests a rebranding effort to project a more positive image for the agency. This comes as the administration faces scrutiny over conditions within the immigration system.
Speaking to supporters in the White House Rose Garden on a Sunday in April 2026, Trump discussed the agency's current branding. “About ICE? Or about ‘nice’ as I call it … the nice facility,” Trump said [1]. He said he wants to change the name because he believes the agency does a great job [1].
Trump said he supports the change during the event. “I’d love to change the name … they do a great job,” he said [1]. Other reports from the event indicate he said, “I think it’s a great idea to rename ICE to NICE” [2].
The remarks occurred amid reports regarding the safety of detainees. According to data, immigrant deaths in ICE custody have surpassed the 2004 toll of 28, setting a new record [3]. The current toll is reported as more than 28 deaths [3].
While some reports characterize the comments as a joke, others suggest the president is backing a formal name change [2, 4]. The administration has not yet issued a formal directive to alter the agency's legal title.
““I’d love to change the name … they do a great job.””
The suggestion to rename ICE to 'NICE' represents an attempt to shift public perception of the agency through linguistic rebranding. By associating the agency with a positive adjective, the administration seeks to counter negative narratives surrounding the agency's operations, particularly as custody death rates reach historic highs.
