Ontario Premier Doug Ford has announced a temporary suspension of the province’s advertising campaign in the United States, which aimed to challenge tariffs. This decision follows President Donald Trump’s move to halt trade discussions in response to the campaign.
Premier Ford stated that he made this decision after a conversation with Prime Minister Mark Carney on Friday. He added that the television advertisement will be paused beginning Monday “so that trade talks can resume.”
He clarified that the advertisement will continue to air on U.S. networks throughout the weekend, including during broadcasts of Major League Baseball World Series games.
Prime Minister Carney had earlier told reporters on Friday that Canada stands ready to re-engage in trade negotiations with the U.S. “when the Americans are ready.”
President Trump had voiced his disapproval of the advertisement late on Thursday night in a Truth Social post, labeling it “FAKE” and “egregious.” He declared that trade talks were “HEREBY TERMINATED.”
The advertisement, sponsored by the Ontario government, featured a quote from former U.S. President Ronald Reagan, a Republican and an iconic figure of American conservatism, stating that tariffs “hurt every American.”
The video incorporated excerpts from a 1987 national radio address by President Reagan that focused on international trade.
President Trump’s termination of trade talks came after the Ronald Reagan Foundation, responsible for preserving President Reagan’s legacy, issued a statement asserting that the advertisement had used “selective” audio and video of the former president’s remarks.
The foundation accused the advertisement of misrepresenting President Reagan’s address and stated that the Ontario government had not sought permission to use the material.
On Friday, Premier Ford explained that the advertisement’s intention was “to initiate a conversation about the kind of economy that Americans want to build” and the effects of tariffs.
“We’ve achieved our goal, having reached US audiences at the highest levels,” Ford stated.
Earlier in the day, the Ontario Premier shared the full 1987 radio address on free and fair trade by Reagan, saying that the former president knew Canada and the US “were stronger together”.
The U.S. has imposed a 35% levy on all Canadian goods – though most are exempt under an existing free trade agreement. It has also slapped sector-specific levies on Canadian goods include a 50% levy on metals and 25% on automobiles.
Those sector-specific tariffs have especially hurt Ontario, where the bulk of Canada’s automanufacturing industry is based.
Since his election earlier this year, Prime Minister Carney has attempted to strike a deal that would ease the tariffs. Three-quarters of Canadian exports are sold to the US, making its economy particularly vulnerable.
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