Former UK Border Force director general Tony Smith has criticised the Government’s new advertising campaign in Iraq’s Kurdish region to target people smugglers, stating he was “gobsmacked” by the approach.
The Government launched its advertising campaign in Iraq’s Kurdish region warning migrants about the dangers of crossing the English Channel.
The digital content is part of an international effort to counter myths and misinformation spread by people smugglers.
It follows similar social media campaigns launched in Vietnam in December and Albania in January.
Former UK Border Force Director General Tony Smith blasted the campaign
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Speaking to GB News, former UK Border Force director general Tony Smith said: “I’m just gobsmacked, Martin. I just can’t understand.
“I mean, I actually dealt with human smugglers in my time, and it’s all about the money. It’s all about the end result.
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“Social media is used by them to try and recruit people. But messages going out from the UK government in their own country saying, ‘Stop doing this’ is not going to be a massive deterrent.
“The fact is, it’s a lucrative business, they’re going to keep coming. The only proof in the pudding, as I’ve said before, you’ve got to send them back. And I know they’re not going to be sent back, so they’re going to keep coming.”
He added: “It’s really, really hard to remove some of these migrants coming across to their own country. And that’s the high-cohort countries.
“That’s why I wish they’d kept Rwanda, because at least you could have sent them there. You can’t send them back to Iraq. You can’t send them to France.
“Where are you going to send them to now? That’s the message they’re getting. It’s actually okay now. Rwanda’s off.
“They’re not going to send you back. It’s a bit dodgy getting in the boat, but don’t worry we’ll look after you if you get into British territorial waters, the Border Force will pick you up, and you will achieve your ambition to get into the country. That’s what we’ve got to turn around, and we haven’t been able to do it.”
The campaign comes after 592 migrants crossed the Channel on March 2 in 11 boats – the highest number on a single day this year.
This brings the total arrivals in 2025 to 2,716, according to Home Office data.
Migrants arriving in DoverGB NewsIraq’s Kurdish region has increasingly become a centre for people smuggling operations.
The British Government struck a deal last year allowing the National Crime Agency to operate in the region.
Officers have already participated in an operation to arrest three suspected UK-linked people smugglers.
A deal to return illegal migrants to Iraq is also being considered.