Scandinavian countries have historically been liberal frontrunners in regard to asylum and immigration policy. Today, however, this picture has changed and each of the Scandinavian countries has introduced more restrictive measures. The present chapter examines the various domestic policy measures adopted by Denmark, Norway and Sweden in the field of asylum and immigration since 2015 and the dilemmas they raise for the traditional “Scandinavian humanitarian brand.” It argues that the particular kind of restrictive policymaking pursued by Scandinavian countries can be conceptualized as a form of negative nation branding. In order to achieve the deterrent effect of these policies, Scandinavian states are further prompted to actively advertise new restrictions in public discourse and through targeted campaigns. On this basis, the chapter discusses whether negative nation branding in regard to asylum and migration have international spillover effects