UK’s ‘Go Home’ immigration ads investigated

Campaign by home office reminiscent of racist group slogans , complainants said

An investigation into the British home office’s “Go Home” ad vans campaign is being carried out by the UK advertising watchdog.

The Advertising Standards Authority (ASA) said it began the investigation after receiving 60 complaints expressing concerns that the ads were "reminiscent of slogans used by racist groups to attack immigrants in the past".

In addition, the regulator said some complainants have challenged whether a claim in the advert reading “106 arrests last week in your area” was misleading.

An ASA spokesman said: “I can confirm that the Advertising Standards Authority has launched a formal investigation into the Home Office ‘Go Home’ ad campaign following 60 complaints.

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“Complainants have expressed concerns that the ad, in particular the phrase ‘Go Home’, is offensive and irresponsible because it is reminiscent of slogans used by racist groups to attack immigrants in the past and could incite or exacerbate racial hatred and tensions in multicultural communities,” the spokesman said.

“Separately, some complainants have challenged whether the claim ‘106 arrests last week in your area’ is misleading.

“They’ve also challenged whether it is misleading because it implies arrest is the automatic consequence of remaining in the UK without permission.

“We will publish our findings in due course.”

Last month, ads displayed on billboards carried by vans in six London boroughs told overstaying migrants “Go home, or you’ll be picked up and deported”. The campaign may be extended nationwide.

Migrant groups, Labour politicians and unions reacted to the campaign with anger and disgust.

The ASA’s inquiry is in addition to another investigation by the Equality and Human Rights Commission (EHRC) into a wave of immigration checks across the country.

The EHRC begain its inquiry after it was claimed that the spot checks - conducted at transport hubs up and down the country - were being carried out by border officials purely on the basis of ethnicity.