The UK government plans to pay TikTok influencers to discourage migrants from crossing the Channel, with a particular focus on Albania and other countries known to facilitate illegal migration to the UK.
The initiative, reported by The Times, is aimed at migrants from non-conflict countries, especially young men of working age and their families, and encourages them to think about the risks associated with illegal migration to the UK.
The campaign has a total budget of £1m (€1.2m). It will include mass campaigns in countries such as Albania, Iraq, Egypt and Vietnam, with possible expansion into Turkey and India.
The Home Office has contracted Multicultural Marketing Consultancy (MMC) to find suitable candidates.
According to the report, influencers such as rapper Omg Dioh and comedian Roxhi Dibrani have been identified as key figures in Albania. Diokh, who has 100,000 followers, and Dibrani, who has an audience of 150,000, will be paid to use their influence to dissuade potential migrants.
Former Home Secretary Suella Braverman is claimed to have blocked the idea saying it is “frivolous”, but it has been backed by her successor, James Cleverly. The Government says smugglers are using social networks like TikTok to encourage people to make the perilous journey. TikTok posts will include warnings that people could be detained and deported.
Albania and the UK are working together to reduce the number of Albanian nationals entering the UK illegally.
The Prime Ministers of the two countries signed a treaty on this issue in December 2022. Five months later, more than 1,000 Albanian nationals were repatriated.
In May 2023, the two countries reached an agreement that resulted in the transfer of hundreds of Albanian prisoners to their home country. In exchange, the UK is supporting the modernisation of the Albanian prison system.
Despite the agreements, migration remains a contentious issue between London and Tirana. Albanian Prime Minister Edi Rama has strongly criticised the British government for blaming Albanians for political agendas.
