An overview of Ontario’s anti-tariff campaign
On Oct. 17, the Province of Ontario launched a high-profile advertising campaign that first aired on live TV during the World Series on Oct. 20. This advert directly challenges the tariff policy of U.S. President Donald Trump. This bold move has reignited fiery tensions between Canada and the U.S.. The one-minute television spot features audio from a 1987 speech by former president Ronald Reagan. In which, Reagan warns while tariffs might appear favourable at first glance, “over the long run, such trade barriers hurt every American worker and consumer.” Premier of Ontario, Doug Ford, authorised the roughly CA$75 million campaign, aimed at U.S. audiences in Republican-leaning districts to broadcast the anti-tariff message on major American networks including Fox, NBC, and Bloomberg. Ford explained the strategic move as an attempt to “initiate a conversation about the kind of economy that Americans want to build and the impact of tariffs on workers and businesses.” In Canada, especially Ontario, the economy is dependent on trade with the U.S. Over three-quarters of Canadian exports go to the U.S., and key industries such as auto-manufacturing, steel, aluminium and lumber are already under strain from prior U.S. tariffs.
The campaign rapidly provoked a sharp response from President Trump, citing the ad as “fraudulent.” He also accused Canada of trying to interfere with an upcoming U.S. Supreme Court decision which will rule if he exceeded his authority on tariffs. Further, Trump announced he was terminating all trade negotiations with Canada and would impose an additional 10 per cent tariff on Canadian goods. Additionally, the Ronald Reagan Presidential Foundation & Institute also criticised the advertisement, saying Ontario did not seek permission and the use of “selective audio and video” misrepresented Reagan’s original remarks. U.S. Treasury Secretary, Scott Bessent, said the ad was “propaganda… a psy-op.” Bessent accused Ontario of influencing American public opinion and undermining U.S. sovereignty.
The social impact of the campaign has been mixed. On one hand, it has drawn attention to the Canada-U.S. trade dynamic and given Canadian exporters a platform to highlight the burden of U.S. tariffs. On the other hand, it has stirred a domestic debate in Canada over diplomatic strategy. At the federal level, Prime Minister Mark Carney expressed disappointment in the U.S. reaction but emphasised Canada remained open to talks. Meanwhile, Manitoba Premier Wab Kinew publicly backed Ford’s approach, saying, “It’s clear that these ads are working… this country is behind you.” However, Ford announced the ad campaign would be paused, though it continued to air during the World Series to allow trade talks to resume. “We’ve achieved our goal, having reached U.S. audiences at the highest levels,” Ford explained.
The campaign demonstrates how trade policy—and the messaging around it—has become a method of influencing public perceptions. For Canadian stakeholders, the ad’s broader objective was to shift the burden of proof back on U.S. policy-makers by spotlighting the negative consequences of tariffs. For American stakeholders, it highlighted the risks when messaging escalates into diplomacy.
It is still unclear whether halting the ad campaign will open the door to meaningful negotiations or merely serve as a temporary calm before the next conflict. Either way, this media has left its mark with Canadian-American trade relations under renewed strain. Tariffs, sovereignty, and cross-border messaging will remain central to how both sides engage moving forward.