Migrants will be exposed to distressing images of destroyed dinghies and individuals struggling in cold waters to dissuade them from attempting to cross the Channel in small boats.
Home Secretary Shabana Mahmood has approved the use of graphic photos not typically seen in ad campaigns, to be displayed to asylum seekers in France.
A new brochure includes a picture of an asylum seeker fighting to stay above water, with a message: “Don’t waste your money. Don’t risk your life. Don’t cross the Channel.”
Another leaflet warns: “People are trampled and crushed in these overcrowded boats. Many children have perished this way. Boarding a boat could result in someone’s death – even a child.”
The Home Secretary is gearing up to unveil extensive reforms to the immigration and asylum system next week with the aim of reducing incentives for coming to Britain and facilitating the deportation of illegal migrants.
Ms. Mahmood is anticipated to draw inspiration from Denmark’s strict system, which enforces stricter regulations on family reunions and permits most refugees only temporary stays.
This initiative comes as the Government grapples with curbing the influx of people attempting the perilous Channel crossing to Britain in fragile vessels.
As of October 21, 2025, 36,734 migrants had arrived in small boats, marking the second-highest figure since 2022.
Under a ‘one in one out’ pilot agreed upon in July, 94 individuals have been sent back to France. However, two migrants returned to Britain after being removed under the scheme and had to be re-detained.
Efforts by the UK aim to discourage individuals from making the journey from France by highlighting the perils of crossing the Channel in overcrowded and often unseaworthy boats.
Since 2019, over 160 individuals have lost their lives attempting the crossing.
Unscrupulous people smugglers are increasingly cramming more individuals into fewer boats, resulting in passengers being trampled and crushed.
The average number of passengers per boat has risen to 56 in the year up to June, compared to 51 the previous year.
Border Security Minister Alex Norris emphasized the need to present the harsh reality to anyone contemplating illegal entry into the UK, warning of the potential fatal consequences of crossing in small boats.
He stated, “This Government will not tolerate people smugglers promoting these illegal, hazardous journeys through deception and falsehoods.”
Leaflets created by the UK are being distributed to migrants in France as part of a joint campaign with the UK and French Governments.
In September, large digital billboards displaying warnings were erected in northern France along key routes used by smugglers to access the beaches.