Ontario Premier Doug Ford announced on Friday that his province will pause its controversial anti-tariff advertisement campaign in the United States, following President Donald Trump’s abrupt termination of trade talks. The TV spot, which had already aired over the weekend during Major League Baseball World Series games, will be paused starting Monday to allow negotiations to resume.
The ad, sponsored by the Ontario government, featured excerpts from a 1987 speech by former President Ronald Reagan, warning that tariffs “hurt every American.” Trump called the advert “FAKE” and “egregious” on Truth Social, citing concerns over selective use of Reagan’s audio and video. The Reagan Foundation also criticized the ad for misrepresenting the former president’s message, noting that Ontario had not sought permission to use the material.
Ford defended the campaign, saying it was intended to “initiate a conversation about the kind of economy that Americans want to build” and highlight the impact of US tariffs on Ontario industries. He added, “We’ve achieved our goal, having reached US audiences at the highest levels.”
The ad sparked debate in Canada over Ford’s combative approach, as the country remains the only G7 nation without a trade deal with the US since Trump’s tariff impositions. Ontario, home to Canada’s automobile manufacturing hub, has been particularly affected by sector-specific levies, including 50% on metals and 25% on automobiles.
While Canada’s Prime Minister Mark Carney has favored diplomatic, face-to-face negotiations, Ford’s strategy included bold moves such as pulling US liquor from Ontario shelves and threatening to withhold energy exports. Ford’s ad campaign, launched after Stellantis announced production relocation from Brampton, Ontario, drew Trump’s ire and complicated ongoing negotiations.
Experts say the ad’s timing and tone created an “unnecessary distraction,” though Ford’s intent to protect local industries remains clear. It is still uncertain whether trade talks will resume promptly, as Trump has not yet responded to Ontario’s decision to halt the campaign.
Carney continues to pursue a constructive dialogue, making concessions such as removing retaliatory tariffs and dropping Canada’s digital services tax, while also exploring broader economic partnerships in Asia. Analysts warn that securing a stable trade deal with the US will remain challenging, regardless of the negotiation style, as Canada’s heavy reliance on its southern neighbor has become a potential vulnerability.
Erizia Rubyjeana
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