OTTAWA: Once known as one of the world’s most welcoming countries for refugees and immigrants, Canada is taking a starkly different tone with a new global online ad campaign warning asylum-seekers of the challenges in making a claim.
The campaign will run until March and targets audiences in 11 languages, including Spanish, Urdu, Ukrainian, Hindi, and Tamil, according to the immigration department. It’s part of a broader shift in Prime Minister Justin Trudeau’s government, which is facing criticism over immigration policies and growing pressure to curb refugee claims.
The ads, appearing alongside search queries like “how to claim asylum in Canada,” carry messages such as: “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.” The effort aims to combat misinformation about Canada’s immigration system and highlight the risks of working with unauthorized representatives, the immigration department said in a statement.
This campaign reflects a significant pivot for Trudeau’s government, which had previously embraced immigrants and refugees as part of Canada’s identity. Back in 2017, shortly after U.S. President Donald Trump’s inauguration, Trudeau famously tweeted: “To those fleeing persecution, terror & war, Canadians will welcome you, regardless of your faith. Diversity is our strength #WelcomeToCanada.”
However, nearly eight years later, Trudeau’s tone has shifted. In a recent video, he criticized “bad actors” exploiting the immigration system and underscored the need for stricter controls. The government recently announced cuts to permanent and temporary immigration, signaling a population decline over the next two years.
Addressing a Refugee Crisis
Canada’s asylum system is struggling with a backlog of 260,000 cases amid rising global displacement. The government has limited control over who files claims and is exploring measures like fast-tracking applications deemed unlikely to succeed. Officials have also signaled that temporary residents whose visas expire will face deportation if they do not leave voluntarily.
Critics argue the campaign’s messaging contradicts Canada’s historical approach to immigration. University of Ottawa law professor Jamie Chai Yun Liew noted the mixed implications of such ads: “On the one hand, campaigns countering misinformation can be useful. On the other, if they’re saying, ‘You’re not welcome,’ it contradicts Canada’s past values and messaging.”
Rising Domestic Tensions
Public sentiment has shifted, with many Canadians citing immigration as a factor in soaring housing prices, although experts caution against oversimplifying the issue. Polls also reveal growing concerns about the number of newcomers entering the country.
The campaign’s budget—a third of what Canada spent on similar ads over the past seven years—reflects the government’s focus on recalibrating its message. For Trudeau’s Liberal government, which is trailing in polls, the shift aims to address domestic unease while managing Canada’s international image as a refuge for those in need.
