The Home Office is set to employ social media influencers on TikTok, offering them compensation to dissuade migrants from crossing the Channel in small boats.
Influencers in nations contributing significantly to illegal migration to the UK will receive thousands of pounds to promote new immigration regulations, including the possibility of deportation to Rwanda.
The initiative, part of a £1 million advertising campaign, will primarily target Albania, Iraq, Egypt and Vietnam, with plans to expand to Turkey and India. Influencers in Albania, selected for their appeal to young men, will receive payments up to £5,000 each to disseminate government-approved messages.
Described as a “novel” approach, the decision to engage influencers emerged from Downing Street and aims to circumvent the government’s ban on advertising directly on TikTok. The platform, often used by people smugglers to facilitate cross-Channel migration, is seen as a crucial space for targeting potential migrants.
The move comes amidst a broader effort by the Home Office to communicate what they deem the realities of life in the UK for illegal migrants and deter them from attempting the journey.
While the influencers’ content will not bear UK government branding, they will disclose their affiliation with the Home Office for transparency.
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