The Tories, who have a long track record of complaining that TikTok is a sinister propaganda tool, have decided to get in on the action – because why let the Chinese Communist Party have all the fun?
As part of a wider advertising blitz, the Home Office is set to hire a collection of Albanian influencers to dissuade “prospective migrants” from travelling to the UK. The shortlist of prospective candidates includes the rapper OMGdioh, comedian Roxhi Dibrani, and an American travel blogger who is based in the US.
Starting with Albania, the strategy will be rolled out in a number of countries that account for large portions of migration to Britain, including Egypt, Iraq and Vietnam. Influencers based in these countries will be offered thousands of pounds to publicise Britain’s strict new immigration laws, including the threat of being deported to Rwanda.
As reported in The Times, the scheme is intended to counteract the fact that “people smugglers” are using TikTok to advertise their services. As a result of recent legislation, the government is barred from using TikTok directly, so it has hired a UK-based marketing film called Multicultural Marketing Agency – which specialises in “engaging diverse audiences” – to carry out the campaign.
While both the Home Office and the Multicultural Marketing Agency should be applauded for their commitment to diversity, there is little evidence to suggest that these kinds of deterrent campaigns are effective. Since 2014, the government has spent over £800 million on security and deterrence measures – as reported in OpenDemocracy – but this vast expenditure has failed to reduce the number of people coming.
In the last 25 years, over 400 people have died while attempting to cross the English Channel. These deaths were avoidable. Whether or not their claim is eventually successful, everyone has the legal right to claim asylum in the UK, and the government’s failure to provide safe routes is the real problem.