Ontario Premier Doug Ford has announced a pause in the province's anti-tariff advertisement campaign in the United States, following a statement from President Donald Trump terminating trade talks. Ford stated the advertisements would cease on Monday to allow for the resumption of trade discussions between Canada and the US. The campaign will, however, continue to run over the upcoming weekend, including during Major League Baseball World Series games. Prime Minister Mark Carney indicated earlier that Canada is prepared to restart trade negotiations when the US is ready.
Pause of Advertisement Campaign
Premier Doug Ford's decision to pause the campaign was made after discussions with Prime Minister Mark Carney on Friday. The advertisements are scheduled to stop running on Monday. Prime Minister Carney had previously stated that Canada is ready to resume trade talks once the US indicates its readiness.
US President's Reaction and Trade Talk Termination
On Thursday night, President Donald Trump criticized the advertisement in a Truth Social post, labeling it "FAKE" and "egregious," and declared trade talks "HEREBY TERMINATED."
Content of the Advertisement
The advertisement, funded by the Ontario government, included excerpts from a 1987 national radio address by former US President Ronald Reagan concerning foreign trade. In the advert, Reagan is quoted as saying tariffs "hurt every American." The Ronald Reagan Foundation, responsible for preserving Reagan's legacy, issued a statement asserting that the advertisement used "selective" audio and video from his remarks and misrepresented his address. The Foundation also stated that the Ontario government had not sought permission to use the content.
Ontario Premier's Justification
Premier Ford stated on Friday that the advertisement's purpose was "to initiate a conversation about the kind of economy that Americans want to build" and the impact of tariffs. He added, "We've achieved our goal, having reached US audiences at the highest levels." The US President's reaction to the advert has led to discussions in Canada regarding Ford's approach to US trade relations.
Canada's Trade Context and Varying Approaches
Canada remains the only G7 country without a new trade agreement with the US since the introduction of new tariffs. The US has imposed a 35% levy on Canadian goods, with most being exempt under an existing free trade agreement. Sector-specific levies include a 50% duty on metals and 25% on automobiles. These sector tariffs have notably affected Ontario, where a significant portion of Canada's automanufacturing industry is located.
Three-quarters of Canadian exports are sold to the US. Prime Minister Carney has pursued negotiations for several months to alleviate these tariffs, engaging in face-to-face meetings and communications with the US president. In contrast, Premier Ford has adopted a different strategy, which included removing US liquor from Ontario shelves and a brief threat to withhold energy exports. Last week, following an announcement by car manufacturer Stellantis to relocate some production from its Brampton, Ontario, plant to the United States, Ford expressed a need to "fight back." The advertisement campaign that drew criticism from the US president was launched the day after these comments.