A government-funded campaign which used images from Norfolk to deter Albanian migrants from coming to the UK has been criticised by an MP.
Clive Lewis, Labour MP for Norwich South, described the Histori Nga Britania (Stories from Britain) social media campaign as “disparaging”.
Posts on Instagram, Facebook and TikTok featured black-and-white photos of rundown parts of UK cities, including Norwich, alongside posts from Albanians complaining about life in the UK.
The Foreign, Commonwealth & Development Office would not comment directly on the adverts, which it said were administered by an external partner, but said: “Tackling irregular migration and protecting Britain’s borders is a priority.”
The social media adverts highlighted stories from migrants who entered the UK illegally “only to face debt, exploitation and a life far from what they were promised”, the Home Office said.
According to the Local Democracy Reporting Service, the images used included closed shopfronts covered in graffiti and fences with barbed wire.
One photo, taken in Norwich’s Theatre Street, was captioned: “I have been in England for six months. I came by ship. Life is hard out here at the moment because I don’t have a job.”
The adverts, started in 2023 under the Conservative administration, followed a upsurge in Albanian migration to the UK.
In 2022, 12,301 arrived in the UK via the English Channel which accounted for 28% of arrivals in small boats and many were single, adult men.
The Labour government continued the campaign.
Lewis said: “I’ve consistently said that I want immigration to be managed fairly, competently and professionally.
“This meets none of the criteria and I don’t like to see anyone disparaging our city.
“This kind of stunt runs the risk of deterring many much-needed people from abroad we welcome to our fine city to study, fill gaps in the workforce and keep our health and social care systems afloat.”
Albanians can apply to enter the UK, with a visa for tourism, business or study.
Balkans expert Andi Hoxhaj estimated that some 40% of people leave Albania for “economic opportunities”.
