A Bold Ontario Advertisement
Ontario Premier Doug Ford’s administration launched a cross-border ad campaign. The commercial used archive footage of Ronald Reagan warning that tariffs “hurt every American worker.”
The campaign ran during the Toronto Blue Jays’ appearance in the World Series to maximise U.S. exposure. Ford argued the message was clear: Ontario—and Canada—must not be sidelined in the trade debate.
U.S. Retaliation: Tariff Increase and Talk Suspension
In immediate response, President Trump labelled the advertisement “fraudulent” and announced a 10 % increase in tariffs on Canadian imports “above what they’re paying now.” He said this action stemmed from Canada’s “hostile act” and terminated all negotiations with Canada.
The reply from Ottawa: Prime Minister Mark Carney stated Canada remains ready to resume talks, expecting diplomacy to re-engage.
Economic and Political Stakes for Ontario
Ontario, as Canada’s most populous province and a hub for manufacturing and auto exports, stands to feel the impact. Analysts warn the new tariffs could expose the province’s economy to significant risk.
The Canadian dollar weakened after the announcement, highlighting immediate market reactions. Politically, Ford’s combative style differs sharply from Carney’s quieter diplomacy, increasing both domestic support and international risk.
Diplomatic Fallout and Strategic Calculus
The advertisement sparked a ripple across diplomatic channels. The Ronald Reagan Presidential Foundation & Institute criticised Ontario’s use of Reagan’s remarks, saying the clips were “selective audio and video” used without permission.
Meanwhile, Ford agreed to pause the U.S. ad campaign starting Monday to facilitate the return of negotiations. Washington is watching, Canada is waiting, and Ontario is in the spotlight.
For trade watchers, the next few weeks are critical. Canada hopes to restart talks before the damage grows further. Ford, meanwhile, maintains that his province’s message has been heard across the border.
Businesses in Ontario must brace for higher costs and uncertain export markets. Diplomatic channels may reopen, but only if both sides shift away from confrontation toward compromise.
