Ontario Premier Doug Ford has announced the suspension of his province’s controversial anti-tariff advertising campaign in the United States following a sharp reaction from U.S. President Donald Trump. The move, which comes amid heightened trade tensions, is intended to create space for renewed negotiations between the two governments.
The advertisement, funded by the Ontario government, had aired prominently over the weekend during Major League Baseball’s World Series broadcasts. It featured clips from a 1987 speech by former U.S. President Ronald Reagan warning that tariffs “hurt every American.” The message was widely interpreted as a critique of Trump’s recent protectionist policies and his decision to impose new levies on Canadian industries.
Trump, taking to his Truth Social platform, denounced the commercial as “FAKE” and “egregious,” accusing Ontario officials of manipulating Reagan’s words for political purposes. The Reagan Foundation also issued a statement condemning the ad, stating that the former president’s remarks had been “taken out of context” and that Ontario had failed to request permission to use his image and voice.
Facing mounting criticism, Premier Ford announced on Friday that the province would pause the campaign beginning Monday. “We’ve achieved what we set out to do — to spark a conversation about the future of trade and the kind of economy North America should build,” Ford said during a press briefing at Queen’s Park. “Now it’s time to let cooler heads prevail and get back to the table.”
The suspension of the ad follows Trump’s abrupt decision earlier in the week to walk away from trade discussions with Canada, citing a lack of progress. Ford expressed hope that Ontario’s gesture would help reopen dialogue and ease escalating tensions.
Ontario’s campaign had aimed to highlight the economic consequences of U.S. tariffs on Canadian industries — particularly in the province’s automotive and metals sectors. Ontario, which houses the bulk of Canada’s car manufacturing plants, has been heavily affected by Trump’s imposition of a 50% tariff on metals and 25% on automobiles. “Our workers are paying the price for policies that don’t benefit either side of the border,” Ford stated. “This was never about politics — it was about fairness and economic stability.”
The ad campaign, however, provoked mixed reactions at home. While some business groups applauded Ford for taking a firm stand to protect Ontario’s interests, others criticized the approach as overly confrontational. Political analysts suggested that Ford’s strategy risked alienating Washington at a time when diplomacy was most needed.
“Using Reagan’s voice in an ad to criticize American tariffs was always going to be risky,” said trade expert Dr. Lisa Moreau of the University of Toronto. “It struck an emotional chord in the U.S. but probably closed more doors than it opened.”
Prime Minister Mark Carney, who has favored a more measured diplomatic approach, refrained from publicly criticizing Ford but emphasized the importance of maintaining respectful dialogue. “Canada’s goal remains to secure a fair and lasting trade agreement with the United States,” Carney said in Ottawa. “That requires steady engagement, not confrontation.”
Carney’s government has been working to rebuild trust with Washington after a series of policy disagreements over energy, digital taxation, and environmental standards. Ottawa has already made several concessions in recent weeks, including lifting retaliatory tariffs on certain U.S. goods and suspending Canada’s proposed digital services tax — moves seen as goodwill gestures to revive cooperation.
Still, tensions remain high. Trump’s administration has been vocal about what it describes as “unbalanced trade” with Canada, insisting that the U.S. faces a disadvantage under existing arrangements. In response, Ford’s government has accused Washington of using tariffs as political leverage at the expense of cross-border workers and businesses.
Ontario’s strained relationship with the U.S. has already had tangible effects. Automaker Stellantis recently announced plans to relocate part of its production from Brampton, Ontario, to Michigan — a move that Ford partly attributed to “uncertainty created by U.S. tariffs.” In reaction, Ford’s administration briefly banned the sale of U.S. liquor in provincial stores and threatened to restrict energy exports, further straining relations.
While Ford’s tactics have been criticized as heavy-handed, supporters argue that his aggressive stance brought public attention to an issue many Canadians felt had been ignored. “Premier Ford’s approach may not have been diplomatic, but it made Washington listen,” said economic commentator Nathan Price. “Sometimes bold action is what’s needed to protect jobs.”
Despite the recent friction, there is cautious optimism that talks may resume in the coming weeks. Trump has yet to respond formally to Ontario’s decision to halt the campaign, but senior White House officials have reportedly acknowledged the gesture as “a positive step.”
Trade analysts say both sides have strong incentives to return to the negotiating table. The U.S. remains Canada’s largest trading partner, accounting for nearly 75% of its exports, while American industries depend heavily on Canadian raw materials and manufacturing inputs. “Economic interdependence between our two nations is too deep for prolonged hostility,” said Dr. Moreau. “Both leaders know they need each other.”
As the political dust settles, Ford’s government appears focused on recalibrating its strategy. Provincial officials confirmed that Ontario will now emphasize “quiet diplomacy and direct engagement” rather than media campaigns to influence U.S. policy.
“Ontario has made its point,” Ford concluded. “We stood up for our industries, we made our voices heard, and now we’re ready to work constructively toward solutions that benefit everyone on both sides of the border.”
With trade relations between Canada and the United States at a crossroads, all eyes are now on Washington’s next move. Whether Trump will soften his stance remains uncertain, but for now, Ontario’s decision to pause its campaign offers a glimmer of hope for renewed cooperation — and a potential path forward in one of North America’s most critical economic partnerships.
— Africa Live News, October 2025
