U.S. President Donald Trump has abruptly terminated all trade negotiations with Canada following a controversial advertisement released by Ontario’s government that criticized his tariffs on Canadian goods. The move has deepened tensions between Washington and Ottawa, threatening to derail efforts to revive cross-border trade cooperation.
The minute-long television advert, which aired during high-profile broadcasts across the United States last week, featured excerpts from a 1987 speech by former U.S. President Ronald Reagan. In the video, Reagan warns that imposing high tariffs “hurts every American” and could ignite global trade wars. The ad, commissioned by the Ontario government as part of a $75 million awareness campaign, was intended to highlight the negative economic impact of the U.S. tariffs on Canadian industries.
However, the message struck a nerve in Washington. President Trump reacted sharply on social media, describing the advert as “FAKE” and “egregious.” He accused Ontario of deliberately distorting Reagan’s words for political gain, writing that trade talks with Canada were “HEREBY TERMINATED.”
The Trump administration’s decision follows the imposition of a 35 percent levy on a wide range of Canadian imports, including key sectors such as automobiles, steel, and aluminum. Although some exemptions exist under the U.S.-Mexico-Canada Agreement (USMCA), Ontario—Canada’s most industrialized province—has been disproportionately affected by the tariffs.
Ontario Premier Doug Ford has been one of the most outspoken critics of Trump’s trade policies, calling them harmful to both sides of the border. Defending the ad, Ford said the province “will never stop making the case against American tariffs on Canada.” He added that Ontario’s campaign was meant to “inform, not provoke,” emphasizing that the goal was to encourage dialogue and mutual economic benefit.
The controversy deepened when the Ronald Reagan Presidential Foundation issued a statement condemning the ad’s use of Reagan’s image and words without authorization. The foundation said that the video presented “selective excerpts” that misrepresented Reagan’s original message, and it announced plans to explore possible legal action.
In response, Trump suggested that the advertisement was an attempt to influence an upcoming U.S. Supreme Court decision regarding the legality of his tariffs. The ruling could potentially force Washington to refund billions of dollars in duties collected under the tariff regime. “This is foreign interference in our domestic policy debate,” Trump said, alleging that the ad’s timing was “no coincidence.”
Ontario’s $75 million advertising initiative has included television spots, digital campaigns, and billboard placements across several major U.S. cities. The campaign seeks to draw attention to how American consumers and businesses are also bearing the costs of the tariffs, especially in industries that rely on cross-border supply chains.
The dispute marks the second time President Trump has suspended trade negotiations with Canada. A previous round of talks broke down after Canada introduced a digital services tax on U.S. technology giants—a policy Ottawa later withdrew to ease bilateral tensions.
Analysts warn that this latest breakdown could have far-reaching implications for North American trade. Canada is the United States’ second-largest trading partner, and Ontario alone accounts for nearly 40 percent of all Canadian exports to the U.S. Economists estimate that the tariffs have already led to thousands of job losses in manufacturing, auto parts, and metal production across Ontario.
Despite the escalating tension, Canadian federal officials have maintained a cautious tone. Prime Minister Mark Carney has yet to issue an official statement, though insiders suggest his government remains committed to “constructive engagement” with Washington. Ford’s office has also declined further comment beyond defending the ad’s intent, emphasizing Ontario’s right to advocate for its workers and industries.
Business leaders on both sides of the border have expressed concern that political friction could derail economic recovery efforts amid global market uncertainty. “Trade between Canada and the U.S. is built on decades of trust and shared prosperity,” said John McKenzie, CEO of the North American Manufacturing Council. “Every time a dispute like this arises, it puts real people and real jobs at risk.”
Meanwhile, several U.S. governors, including Michigan’s Gretchen Whitmer and Ohio’s Mike DeWine, have urged the White House to resume dialogue, stressing that American auto suppliers and steel producers also suffer under the current trade restrictions. “This isn’t just a Canadian problem—it’s an American one too,” Whitmer said during a press briefing.
Observers note that while the Reagan-themed ad may have struck a patriotic chord with some viewers, it also exposed the fragility of U.S.-Canada relations in the Trump era. The two economies are deeply interconnected, and political disagreements have often disrupted an otherwise robust partnership.
Experts believe that Ontario’s campaign, though controversial, succeeded in drawing attention to the broader economic costs of protectionism. “It’s a risky but effective move,” said Professor Lisa Crawford, a trade policy analyst at the University of Toronto. “By invoking Reagan—a Republican icon who stood for open markets—the ad challenged Trump’s narrative on tariffs in a uniquely American way.”
As of now, it remains unclear whether trade talks will resume or if the rift will deepen further. The White House has not announced any alternative plans for negotiating with Ottawa, and both sides appear to be waiting for the outcome of the Supreme Court’s decision on the tariff issue.
For now, tensions remain high, and the prospect of reconciliation seems distant. Yet many hope that the strong economic ties between Canada and the United States will eventually compel both governments to return to the negotiating table.
Ontario’s campaign, controversial as it may be, has reignited a critical conversation about the future of North American trade—one that may determine the economic trajectory of the region for years to come.
— Africa Live News
