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At one time, it presented itself as one of the world’s most hospitable countries for refugees and immigrants, Canada is launching a global online advertising campaign warning asylum seekers that filing a claim is difficult.
The C$250,000 (US$178,662) ads will run through March in 11 languages, including Spanish, Urdu, Ukrainian, Hindi and Tamil. immigration the department told Reuters. They are part of a broader shift in the tone of Prime Minister Justin Trudeau’s unpopular government on immigration and efforts to curb refugee claims.
Migrants have been blamed for high housing prices, though some experts say that’s a simplistic explanation, and polls show a growing number of Canadians believe the country is welcoming too many newcomers.
The four-month campaign budget is expected to pay out a third of the total expenditure on similar ads over the previous seven years.
Search queries such as “how to claim asylum in Canada” and “refugee Canada” will show sponsored content titled “Canada’s Asylum System – Asylum Facts,” the ministry said.
“Claiming asylum in Canada is not easy. There are strict guidelines to qualify. Find out what you need to know before you make a life-changing decision,” reads one ad.
Canada has long been considered a welcoming place for newcomers. Now its leaders are reducing immigration and trying to get temporary residents to leave and prevent people fleeing US President-elect Donald Trump from claiming asylum.
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“Immigration, Refugees and Citizenship Canada is working to combat the spread of misinformation and disinformation about Canada’s immigration system and highlight the risks associated with working with unauthorized agents,” a department spokesperson wrote in an email.
It can be an uphill battle. Canada’s refugee system faces a backlog of 260,000 cases amid increased global displacement. The government has little control over who claims asylum.
Its immigration minister has hinted at fast-track claims, which are seen as unlikely. The government hopes millions will leave the country on their own when their visas expire, and the immigration minister has threatened to deport them if they don’t.
It’s a dramatic take on a government that has rolled out the welcome mat for years.
In January 2017, when Trump took office, Trudeau tweeted: “To those fleeing persecution, terror and war, Canadians will welcome you regardless of your faith. Diversity is our strength #WelcomeToCanada.
On Nov. 17, nearly eight years later, Trudeau released a video promoting his government’s immigration policy, calling out “bad actors” who are “using our immigration system for their own gain.”
Last month, the Liberal government, trailing in the polls, announced it was cutting permanent and temporary immigration. The population is projected to decline slightly in two years.
Advertising campaigns to counter misinformation about how to apply for asylum could be helpful, said Jamie Chai-Yun Liu, a law professor at the University of Ottawa and an immigration expert.
“On the other hand, if they’re saying, ‘You’re not welcome … that seems counter to Canada’s approach in the past,” she said. “They’ve changed their messaging.”
