Canada, once celebrated for its openness to refugees, has launched a global online ad campaign discouraging asylum seekers from pursuing claims. The campaign, costing C$250,000 ($178,662), runs until March and warns potential claimants that the process is challenging and governed by strict guidelines. Ads in 11 languages, including Spanish, Hindi, and Ukrainian, are designed to combat misinformation about Canada’s immigration system.
Prime Minister Justin Trudeau’s government is facing mounting criticism over immigration policies amid housing shortages and growing public sentiment that the country is admitting too many newcomers. Although experts argue migrants are not solely responsible for high housing costs, the debate has intensified, putting pressure on Trudeau’s administration.
The campaign is part of a broader shift in immigration policy. In sharp contrast to Trudeau’s 2017 tweet welcoming those fleeing persecution, the government now promotes stricter immigration controls. Ads will appear in search results for terms like “how to claim asylum in Canada,” redirecting users to factual information about the challenges of seeking asylum.
Canada’s refugee system is struggling with a backlog of 260,000 cases as global displacement increases. The government has hinted at prioritizing cases unlikely to succeed and is pushing temporary residents to leave once their visas expire. Officials have also warned of deportations for those who overstay their visas.
Immigration, Refugees and Citizenship Canada stated the campaign aims to fight misinformation and discourage reliance on unauthorized representatives. However, critics note this marks a significant departure from Canada’s traditionally welcoming image. University of Ottawa professor Jamie Chai Yun Liew remarked that the messaging feels at odds with the country’s past stance, signaling a dramatic shift in tone.
This policy change comes as the Liberal government, struggling in polls, slashes immigration levels. The population is expected to decline slightly over the next two years, reflecting tightened policies. While ad campaigns may help clarify the asylum process, they raise questions about whether Canada is pulling back on its commitment to diversity and inclusion