Canada’s trade relations with the United States plunged into fresh turmoil after the government of Ontario aired an ad campaign featuring former US President Ronald Reagan’s 1987 remarks against tariffs. The campaign, launched by Ontario Premier Doug Ford, sparked outrage in Washington and led to a sudden halt in talks between the two countries.
The ad, reportedly costing CAD 75 million, showed clips of Reagan emphasising free trade and warning against protectionist policies. The campaign’s message: “Canada and the United States are friends, neighbours and allies. President Ronald Reagan knew we are stronger together. God bless Canada and God bless the United States,” Ford wrote on social media.
President Donald Trump responded angrily, accusing Canada of manipulating Reagan’s message and declaring that all trade negotiations with Canada were terminated. “Tariffs are very important to the national security and economy of the U.S.A.,” Trump said, adding that Ottawa’s purported “egregious behaviour” prompted his decision.
Defending the ad, Ford said it was meant to spark debate in the U.S. about the impact of tariffs on workers and business. His government later announced a pause of the campaign. The ad’s use of Reagan’s speech, however, drew criticism from the Ronald Reagan Presidential Foundation and Institute, which accused Ontario of “using selective audio and video” and is reportedly considering legal action.
Canadian opposition figures seized on the fallout. Former Conservative minister Mark Carney came under heavy fire from his party, with one commentator saying, “Still no deal. Still no win. Jobs heading south.”
The incident highlights growing tensions in the Canada-US trading relationship, especially at a time when both countries are aiming to up trade volumes and navigate a changing global economy. As Ottawa re-assesses its messaging and Washington tightens its stance, the dispute may have wider implications for North American trade diplomacy.
