Canada Pauses Anti-Tariff Ad Campaign After Trump Ends Trade Talks
Canada’s Ontario province will temporarily halt a controversial advertising campaign criticizing U.S. tariffs, following a swift and decisive response from former President Donald Trump, who announced an end to all trade negotiations with Canada. The move comes after discussions between Ontario Premier Doug Ford and Prime Minister Mark Carney, signaling a potential attempt to de-escalate mounting trade tensions between the two nations.
The dispute was ignited by a television ad sponsored by Ontario that featured audio and video of former President Ronald Reagan voicing concerns about tariffs. Trump reacted strongly, claiming the advertisement was “FAKE” and “fraudulently used” by Canada, and immediately suspended trade talks.
“We’ve achieved our goal, having reached U.S. audiences at the highest levels,” Ford stated, asserting the campaign’s initial objective was to spark a dialogue regarding the desired economic future for Americans and the impact of tariffs on businesses and workers. Despite the pause, Ford indicated the commercials would continue to air through the weekend, including during the opening games of the World Series between the Toronto Blue Jays and the Los Angeles Dodgers.
The ad aired Friday night during the seventh inning of the first World Series game, with the Blue Jays leading 11-4. However, Trump doubled down on his criticism, alleging Canada was attempting to influence an upcoming Supreme Court ruling concerning his broader tariff policies.
This abrupt cessation of negotiations has significantly heightened trade anxieties between the long-standing allies. Carney acknowledged the limitations of influencing U.S. trade policy, stating, “We can’t control the trade policy of the United States. We recognize that that policy has fundamentally changed from the 1980s,” but emphasized the need to focus on strategies within Canada’s control, including diversifying export markets. He revealed plans to double Canada’s exports to countries outside the U.S. in response to the threat of Trump’s tariffs.
A White House spokesperson dismissed the possibility of constructive progress, characterizing Ontario’s ad campaign as a “game” rather than a genuine attempt at engagement. “Ontario’s taxpayer-funded ad campaign…is the latest example of how Canadian officials would rather play games than engage with the Administration,” the spokesperson stated. The Ontario government invested approximately $75 million Canadian (US$54 million) in the ad campaign, aiming to “blast” the pro-trade message to American audiences.
Ford expressed confidence that the message, delivered through the voice of Reagan, would resonate with a segment of the American electorate. “I feel the Reagan Republicans are going to be fighting with the MAGA group, and let’s hope, Reagan Republicans win,” he said. The premier received support from Manitoba Premier Wab Kinew and British Columbia Premier David Eby, with Kinew stating the ads were demonstrably effective.
However, Daniel Béland, a political science professor at McGill University, argued the ad campaign had “backfired big time.” Jason Kenney, a former Conservative cabinet minister, labeled Trump’s posts as “just embarrassing,” and defended the ad’s accuracy, asserting it was a “direct replay” of Reagan’s original radio address. Kenney also criticized the Reagan Foundation for what he perceived as undue influence from the White House.
The situation underscores the precarious state of U.S.-Canada trade relations and the willingness of both sides to employ unconventional tactics in pursuit of their economic interests.
