The UK Home Office has launched an advertising campaign in Iraq aimed at discouraging people from attempting to cross the English Channel in small boats. This initiative follows similar campaigns in Albania and Vietnam, which were introduced by the previous Conservative government in 2023 and 2024.
The campaign comes as the number of migrants crossing the Channel continues to rise. On Sunday, 592 migrants arrived in the UK via 11 small boats, marking the highest daily total for March on record. So far this year, 2,716 people have made the crossing—a 20% increase compared to the same period last year. In 2024 alone, over 36,000 people were detected crossing the Channel, with more than 2,000 originating from Iraq.
Targeting Criminal Gangs
Home Office minister Dame Angela Eagle emphasized that the campaign aims to counter the “dangerous lies” spread by criminal gangs on social media. “Ruthless criminal gangs exploit people for money, and we are exposing them using the real stories of their victims,” she said.
The advertisements, which will initially focus on Iraq’s semi-autonomous Kurdistan Region, will be displayed on social media platforms, apps, and news websites. One ad features an image of a destroyed dinghy floating in the water, accompanied by a man’s testimony: “The boat was too crowded,” and “people disappeared into the sea.” Another ad includes a woman’s account: “I was promised a well-paid job. Instead, I was a slave.”
Criticism from Refugee Groups
However, the Refugee Council has expressed skepticism about the campaign’s effectiveness. A spokesperson stated that individuals fleeing persecution in their home countries are unlikely to be deterred by social media ads. “Someone desperate to escape danger will not change their mind because of an advertising campaign,” they said.
International Cooperation
In an effort to tackle the issue at its root, Border Security Commander Martin Hewitt visited Iraq last week to strengthen international cooperation against the criminal gangs organizing these dangerous journeys. “Our international campaign is sending a clear message to prospective migrants that these criminals cannot be trusted,” Hewitt said.
Separately, UK ministers are set to sign a joint communique with the Vietnamese government to enhance efforts in preventing migrant exploitation, disrupting criminal gang operations, and improving intelligence sharing.
Political Context
The small boat crossings have been a contentious political issue in the UK. Former Prime Minister Rishi Sunak made “stopping the boats” one of his key priorities, proposing the controversial Rwanda plan to deter crossings by relocating arrivals to the African country. However, the plan faced legal challenges and was abandoned by the Labour government, which has instead focused on targeting the criminal gangs behind the crossings.
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