Ontario pauses its U.S. ad campaign after President Donald Trump ends trade negotiations, calling the spot “fake” and “egregious” on Truth Social.
Ontario Premier Doug Ford says his government will suspend a controversial anti-tariff advertisement campaign in the United States after it triggered President Donald Trump to halt trade talks with Canada.
Ford announced on Friday October 24, 2024, that the advertisement, which criticizes American tariffs on Canadian goods, will stop airing on Monday October 27, 2025, to allow trade negotiations between the two countries to resume. The TV spots will, however, continue running through the weekend, including during the Major League Baseball World Series.
The decision came after Trump posted late Thursday October 23, 2025, on his social media platform Truth Social, calling the ad “FAKE” and “egregious” and declaring that trade discussions with Canada were “HEREBY TERMINATED.”
The 30-second advert, funded by Ontario’s provincial government, features a quote from former U.S. President Ronald Reagan warning that tariffs “hurt every American.” The clip draws from a 1987 radio address about trade but was criticized by the Ronald Reagan Foundation, which said the video used selective edits and lacked permission for use.
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Ford, who has been an outspoken critic of U.S. tariffs, defended the campaign, saying it aimed to “start a conversation about the kind of economy Americans want to build.” He added that the goal had been achieved, as the ad reached “audiences at the highest levels.”
Prime Minister Mark Carney confirmed he had spoken with Ford and that Canada was ready to resume negotiations “when the Americans are ready.” Carney, who has sought a more conciliatory approach to Washington, has spent months attempting to secure a trade deal to ease tariffs that have hit Canadian industries, particularly auto manufacturing in Ontario.
The United States currently imposes a 35% levy on Canadian goods, though some products remain exempt under existing trade frameworks. Tariffs of 50% on metals and 25% on automobiles have caused significant strain in Ontario, home to much of Canada’s manufacturing base.
Analysts say Ford’s approach—pulling U.S. liquor from Ontario shelves and threatening to restrict energy exports—reflects rising frustration with U.S. trade policy under Trump. Mahmood Nanji, a former Ontario finance official, said the Premier’s campaign had become “an unnecessary distraction,” though it reflected broader anger over tariffs.
The White House on Friday October 24, 2025, reiterated concerns about what it described as “Canada’s longstanding unfair trade barriers,” but left open the possibility of renewed talks.
Both Trump and Carney are expected to attend this week’s ASEAN Summit in Kuala Lumpur, where further discussions could take place informally.