Canada Shifts Immigration Stance with Ad Campaign Warning Asylum-Seekers of Difficult Process

Once celebrated as one of the world’s most welcoming countries to refugees and immigrants, Canada is now launching a global online advertising campaign to caution asylum-seekers about the challenges of claiming refuge. The C$250,000 ($178,662) campaign, set to run through March, will be broadcast in 11 languages including Spanish, Urdu, Ukrainian, Hindi, and Tamil. It represents a notable shift in tone by Prime Minister Justin Trudeau's government, which has faced growing public discontent over immigration policies.

The campaign aims to inform potential asylum-seekers that claiming refuge in Canada is not easy. One of the ads states: "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."

As migration pressures intensify globally, Canada has been grappling with rising asylum claims, a backlog of 260,000 refugee cases, and public concern over housing shortages, which some critics attribute to the influx of newcomers. While some experts argue that blaming migrants for high housing prices oversimplifies the issue, polls suggest an increasing number of Canadians believe the country is admitting too many immigrants.

The ads are part of a broader government strategy to tighten immigration controls. This includes efforts to reduce the number of permanent and temporary residents, with the immigration minister suggesting that some refugee claims might be fast-tracked and those deemed unlikely to succeed could be expedited for rejection. Additionally, the government hopes to encourage temporary residents to leave voluntarily when their visas expire, threatening deportation for those who refuse to comply.

This policy shift marks a dramatic change from the government's previous stance. In 2017, when U.S. President Donald Trump’s administration took office, Trudeau famously tweeted, "To those fleeing persecution, terror & war, Canadians will welcome you, regardless of your faith. Diversity is our strength." However, nearly eight years later, Trudeau has expressed concerns over "bad actors" exploiting Canada's immigration system, stating that the country needs to address these abuses.

University of Ottawa law professor and immigration expert Jamie Chai Yun Liew noted that the government's efforts to combat misinformation about the asylum process could be beneficial, but cautioned that the shift in tone could contradict Canada’s historically inclusive image.

As Canada redefines its immigration policies, the message to asylum-seekers has become more complex: the welcoming mat may no longer be as open as it once was.