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Why Britain is turning to ‘negative nation branding’ on refugees

Keir Starmer’s hard-line asylum overhaul is meant to prove control over borders and outflank the anti-immigration right. It may instead deepen social tensions and unsettle his own party.

November 18, 2025 / 14:38 IST
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Why Britain is turning to ‘negative nation branding’ on refugees

UK Prime Minister Keir Starmer is betting that a sweeping crackdown on refugees will steady a volatile immigration debate that is already shaking his new government. His plan would push Britain far away from its earlier, more generous stance on asylum and align it with some of the harshest approaches in Europe, the New York Times reported.

Under the proposals, people granted asylum would no longer be on a relatively clear path to permanent settlement after five years. Instead, they would receive 30-month blocks of residency, face repeated reviews and be at risk of deportation if their home countries are later judged safe. Only after 20 years in Britain would they be allowed to apply for permanent settlement.

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The measures come as almost 40,000 people have already crossed the English Channel this year in small boats, adding to public anxiety about borders and fuelling claims from the right that Labour is weak on migration. Starmer and his ministers insist they are simply bringing Britain into line with tougher European regimes and restoring “order and control” to a system voters see as unfair and overwhelmed.

Copying Denmark’s ‘negative nation branding’