Ontario Premier Doug Ford has announced a strategic pause on his province’s advertising campaign targeting US tariffs. This move comes after President Donald Trump reacted strongly to the ads, leading to the termination of ongoing trade talks between the US and Canada. Premier Ford, a vocal critic of US levies on Canadian goods, stated that he made this decision following a discussion with Prime Minister Mark Carney. The advertisement, which features excerpts from a 1987 radio address by former US President Ronald Reagan, will be paused starting Monday to facilitate the resumption of trade talks.
Despite the pause, the advertisement will continue to be broadcast over the weekend, including during Major League Baseball’s World Series games. Prime Minister Carney had earlier indicated that Canada was ready to resume trade discussions whenever the US was prepared.
President Trump had voiced his displeasure with the advertisement on Thursday, describing it as “FAKE” and “egregious” on Truth Social, and subsequently declared that trade talks were “HEREBY TERMINATED.” The ad, sponsored by the Ontario government, utilizes selective audio and video clips of Reagan speaking against tariffs, a move the Reagan Foundation later stated misrepresented his remarks and was done without permission.
Premier Ford explained that the campaign’s goal was to spark a conversation about the desired economic future for Americans and the impact of tariffs, and that this objective had been met by reaching high-level US audiences. Trump’s reaction has spurred a national debate in Canada regarding the most effective approach to trade negotiations with the US.
Economists and commentators have noted that Trump’s abrupt decision-making style is characteristic, recalling a similar threat earlier in the year regarding a digital services tax. While Ford’s stance is seen by some as a principled defense of Ontario’s industries, the timing and tone of the advertisement have been criticized as an “unnecessary distraction” by some analysts.
Canada remains the only G7 nation without a trade agreement with the US under the Trump administration. Ontario, with its significant automotive manufacturing sector, has been particularly impacted by the US tariffs, including a 25% levy on automobiles. Prime Minister Carney has been actively engaged in negotiations to ease these tariffs, acknowledging Canada’s economic vulnerability due to its heavy reliance on US exports.
Ford, in contrast, has adopted a more confrontational approach, including removing US liquor from Ontario shelves and threatening energy export restrictions. His recent remarks about needing to “fight back” followed an announcement by Stellantis that it would relocate some production from Ontario to the US, a move that preceded the launch of the contentious advertisement campaign.
Analysts suggest that the path to a trade deal with the US will be challenging, irrespective of the negotiation tactics employed. Prime Minister Carney has previously stated that the US approach to trade has fundamentally shifted, making Canada’s close ties a potential vulnerability. He emphasized the need for Canada to diversify its international partnerships, particularly with Asian economies, in light of this evolving trade landscape.
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