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Global campaign, also in Hindi, Tamil, on Canadian asylum process
The campaign will deliver its message in 11 languages, including Hindi and Tamil, against the spread of misinformation about Canada’s asylum criteria.
Stock image. / Pexels
In a significant move aimed at addressing the surge in asylum applications, including from India, Canada has launched a global ad campaign to combat misinformation about its asylum process.
The $178,662 (C$250,000) campaign, running through March, will deliver its message in 11 languages, including Hindi and Tamil, targets countries from where maximum asylum applications are generated.
The campaign, part of a broader shift in tone by Prime Minister Justin Trudeau's government, seeks to caution potential applicants about the strict criteria for seeking asylum in Canada.
"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," one of the ads states.
The campaign also aims to highlight the risks of working with unauthorized representatives, according to Immigration, Refugees, and Citizenship Canada.
Changing immigration narrative
Historically known as one of the world's most welcoming countries for refugees and immigrants, Canada is facing a 260,000-case backlog in refugee claims. With increasing public dissatisfaction over high immigration levels, the government has taken steps to curb claims it deems unlikely to succeed.
The ad campaign marks a dramatic departure from the Trudeau government’s earlier pro-immigration stance, encapsulated in the prime minister’s 2017 tweet: "To those fleeing persecution, terror & war, Canadians will welcome you, regardless of your faith. Diversity is our strength #WelcomeToCanada."
In contrast, a recent government video decried "bad actors" exploiting Canada’s immigration system, signaling a tougher approach to managing migration. Last month, the government also announced cuts to permanent and temporary immigration levels.
Efforts to address backlog and misinformation
The ads, titled "Canada's asylum system – Asylum Facts," will appear in search results for terms such as "how to claim asylum in Canada" and "refugee Canada." These efforts are designed to dissuade individuals from making baseless claims while managing unrealistic expectations about Canada’s asylum process.
University of Ottawa law professor Jamie Chai Yun Liew noted that while campaigns to counter misinformation are beneficial, the tone matters. "If they're saying, 'You're not welcome,' it does seem contrary to Canada's approach in the past. They've switched their messaging," she said.
The campaign reflects a broader struggle to reconcile Canada's reputation as a welcoming nation with growing domestic concerns over housing, public services, and the capacity to accommodate newcomers.
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