UK to pay TikTok influencers to discourage channel crossings

The British government is set to pay influencers on TikTok to dissuade migrants from crossing the English Channel in small boats.

Over the past three years, the Home Office has conducted campaigns aimed at deterring illegal migration in Albania, France, and Belgium. Now, Home Secretary James Cleverly has approved an expansion into several additional countries.

According to draft documents obtained by The Times, extensive advertising initiatives will be launched in Albania, Iraq, Egypt, and Vietnam, with plans to extend them to Turkey and India.

A selected group of influencers from Albania includes a rapper, two comedians, lifestyle bloggers, TV personalities, and a travel writer, chosen for their capacity to resonate with young men.

Reportedly, the Home Office has allocated approximately £30,000 for compensating Albanian influencers, with a cap of £5,000 per person. In Egypt and Vietnam, a budget of £15,000 has been set aside for influencers. However, the budget for influencers in Turkey, Iraq, and India is yet to be determined, with a total of £576,500 approved for all five countries.

A spokesperson for the Home Office emphasized the necessity of countering misinformation spread by people smugglers on social media platforms. They stated that the measures taken by the government have contributed to a 36% reduction in crossings last year, despite similar weather conditions compared to 2022.

The spokesperson defended the decision, asserting the importance of using every available means to prevent illegal crossings and save lives.

According to data from the Home Office, nearly 116,000 individuals have entered the UK by undertaking the perilous journey across the Channel in small boats since 2018. Leaked Border Force documents suggest that the number of crossings could reach around 35,000 in 2024, with over 1,600 migrants having made the journey so far this year.