The advertisement, distributed by Ontario’s government, features former US President Ronald Reagan asserting that “trade barriers” harm American workers.
US President Donald Trump announced on Thursday the cessation of trade discussions with Canada, its foremost trading partner, in response to an advertisement critical of tariffs.
In the spring, Trump imposed a 25% tariff on Canadian timber, steel, aluminum, and vehicles, as part of a broader initiative against what he characterized as unfair trade practices, prompting Ottawa to reciprocate. Negotiations for a new trade framework have been ongoing since then.
Ontario, which has experienced the most significant impact from the tariff increase—with the US accounting for roughly 77% of its goods trade—last week launched a social media advertisement. It showcased a 1987 speech by President Ronald Reagan, in which he urged Americans to “reject protectionist legislation” and “promote fair and free competition.”
“Over the long run… trade barriers hurt every American worker and consumer… High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars,” Reagan declares in the excerpt.
It’s now confirmed: Ontario’s latest advertising campaign in the U.S. has begun.
Employing every available resource, we will persistently advocate against American tariffs on Canada. Collaboration is the path to prosperity.
View our new advertisement.
— Doug Ford (@fordnation)
In a post on Truth Social on Friday, Trump condemned the ad as “fake,” accusing Canada of releasing it to influence US court hearings concerning the legality of his tariff escalations.
“Canada has deceitfully utilized an advertisement, which is FAKE, showing Ronald Reagan speaking unfavorably about Tariffs,” Trump wrote. “Given their egregious conduct, all trade discussions with Canada are henceforth concluded.”
The Supreme Court is slated to rule next month on whether Trump possessed the authority to implement the tariffs, after lower courts delivered judgments against him. The duties remain in effect pending this decision.
Trump cited the Ronald Reagan Presidential Foundation and Institute, which initially brought the advertisement to attention. The group claimed Ontario used Reagan’s video segments without permission and *“misrepresented”* his comments, threatening legal action, even though the full speech it published contains the exact statements featured in the ad.
Canada has not yet issued a response to Trump’s declaration. A day prior, Prime Minister Mark Carney indicated that his administration would restrict unfair US market access should further trade discussions prove unsuccessful. The two are anticipated to converge next week at an economic gathering in South Korea.