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The Reagan Rebuke

How a Canadian Anti-Tariff Ad Halted US-Canada Trade Talks

Saturday, 25 October 2025 08:19

Abstract

A trade dispute between the United States and Canada escalated dramatically after the provincial government of Ontario aired a television advertisement in the US that used a 1987 speech by former President Ronald Reagan to criticise tariffs. President Donald Trump immediately announced the termination of all trade negotiations, accusing Canada of 'egregious behavior' and attempting to influence US court decisions. The move forced Ontario's Premier, Doug Ford, to pause the controversial ad campaign in an effort to salvage the stalled diplomatic process.

Historical Context

Recent Findings

The Sudden Termination of Negotiations

President Donald Trump announced the immediate termination of all trade negotiations with Canada in a late-night post on his Truth Social platform.1,2 The abrupt decision was a direct response to a television advertisement aired in the United States by the government of Ontario, which featured the voice of former President Ronald Reagan criticising trade barriers.1,2,6 The US Secretary of State, Marco Rubio, later confirmed that all trade negotiations with Ottawa had been suspended.1 In his social media post, President Trump labelled the advertisement as “FAKE” and accused Canada of “fraudulently” using it.1,4 He further claimed the ad was an attempt to interfere with the US Supreme Court hearings on the legality of his global tariffs, which were scheduled to begin on 5 November.1,6,7

Ontario’s Costly Anti-Tariff Campaign

The advertisement was part of a $75 million campaign launched by the government of Ontario, led by Premier Doug Ford, earlier in October.5,7,14 The province, which has been particularly hard-hit by the escalating trade war, sought to appeal directly to American audiences, especially in Republican-held areas where President Trump draws support.1,5,7 The one-minute commercial used excerpts from a 1987 radio address by President Reagan on free and fair trade.5,12,14 In the voice-over, Reagan is heard stating that “high tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars.”1,6,12,14 The former president’s remarks continued, warning that markets would then “shrink and collapse,” businesses would “shut down,” and “millions of people lose their jobs.”1,12,14 The ad was broadcast on major US networks, including during the first two games of the World Series.5,6,7,10

The Reagan Foundation’s Rebuke

The use of the former Republican president’s words drew a sharp rebuke from the Ronald Reagan Presidential Foundation and Institute.4,6,7 The Foundation issued a statement claiming the ad used “selective audio” and “misrepresents the Presidential Radio Address.”4,7,11 The organisation also noted that the Ontario government had not sought or received permission to use and edit the remarks, and it was reviewing its legal options.4,7,11 While the ad’s quotes were all present in the original 1987 address, the full speech did include a section where Reagan defended some tariffs the US had imposed on Japan at the time, which was omitted from the Ontario commercial.11,12,14 Despite the controversy, some experts in political communication suggested the ad was legally sound, as Reagan’s speech is in the public domain and US law allows significant latitude for political commentary.15

A Retreat to Salvage Diplomacy

The termination of talks came after months of building trade tensions, which saw Washington impose an initial 25% tariff on Canadian goods, including steel, aluminium, timber, and cars, a rate that was later raised to 35% in August.1 Following President Trump’s announcement, Premier Doug Ford initially defended the ad, posting the full link to Reagan’s 1987 radio address and stating that the two countries are “friends, neighbours and allies.”3,7 However, within hours, Ford announced that the ad campaign would be paused starting the following Monday, a decision made after a conversation with Prime Minister Mark Carney.5,6,7,10 Ford stated that the intention of the campaign was to initiate a conversation about the impact of tariffs and that the goal of reaching US audiences “at the highest levels” had been achieved.6,7 Prime Minister Carney, whose government was reportedly caught by surprise by the termination, said Canada could not control US trade policy but remained ready to resume negotiations when the Americans were prepared to have those discussions.5,6,10 The Canadian federal government has since focused on diversifying its trading relationships in response to the ongoing threat of US tariffs.8,11

Conclusion

The episode underscores the volatile nature of the US-Canada trade relationship under the current administration, where a provincial government’s political advertisement was deemed sufficient cause to halt high-level diplomatic negotiations.5,7 The move by Premier Ford to pause the campaign represents a tactical retreat aimed at creating space for the resumption of talks, though Ottawa has received no indication of when or if negotiations might restart.5,10 The core issue of US tariffs on Canadian goods remains unresolved, and the dispute highlights the deep political divisions within the US over protectionist trade policy, which Canada attempted to exploit by invoking the legacy of a revered Republican figure.1,12,15

References

  1. Trump says all Canada trade talks 'terminated' over ad criticising tariffs

    Supports details on Trump's termination announcement, the 'egregious behavior' quote, the tariffs imposed (25% raised to 35%), the ad's content (Reagan's quote), and the Supreme Court claim.

  2. Trump calls off trade talks with Canada over Ontario's anti-tariff ad | CBC News

    Confirms Trump's termination announcement via social media and the ad's anti-tariff message using Reagan's words.

  3. Premier Ford responds to Trump's comments on Ontario's 'fake' anti-tariff ads, termination of trade talks - BNN Bloomberg

    Provides details on Premier Doug Ford's initial response, including his social media post and sharing the full Reagan radio address.

  4. Trump ends Canada trade talks over 'FAKE' Ronald Reagan tariff ad: 'Egregious'

    Supports Trump's use of 'FAKE' and 'fraudulently' and provides the Ronald Reagan Presidential Foundation's statement about 'selective audio' and misrepresentation.

  5. A timeline of the ad that led to Trump terminating trade talks with Canada | CBC News

    Provides the $75 million ad campaign cost, the date of the ad launch (Oct 14), the ad airing during the World Series, Ford's decision to pause the ad, and the surprise of the Carney government.

  6. Ontario says it's pulling anti-tariff ads after Trump threatens to cut off trade talks with Canada

    Confirms Ford's decision to pause the ad starting Monday 'so that trade talks can resume,' the ad's content, Trump's 'egregious behavior' quote, and the Supreme Court case reference.

  7. Ontario to pull anti-tariff ad after Trump calls off trade talks - CTV News

    Details Ford's statement on achieving the goal of reaching US audiences 'at the highest levels,' the ad's cost, the Reagan Foundation's criticism, and the ad's targeting of Republican districts.

  8. Trump ends trade negotiations with Canada in a social media post after TV ads with Ronald Reagan - PBS

    Confirms Trump's social media announcement and Prime Minister Carney's focus on doubling non-US exports due to the tariff threat.

  9. Ford says anti-tariff ads to run on World Series weekend then pause Monday - Global News

    Confirms the ad would run through the weekend, pause on Monday, and that Ottawa had no indication of when talks might restart.

  10. Trump cancels trade negotiations with Canada over anti-tariff ad - The Washington Post

    Confirms the ad used audio from a 1987 radio address, the Reagan Foundation's claim of 'selective audio,' and the context of the full speech defending some tariffs on Japan.

  11. Ontario Pauses Anti-Tariff Ads Featuring Reagan After Trump 'Terminated' Canada Trade Talks - Forbes

    Provides the specific Reagan quote used in the ad about tariffs hurting 'every American worker and consumer' and the visual elements of the ad (American farms, factories, workers).

  12. What exactly did Ronald Reagan say about tariffs? | CBC News

    Provides the full text of the Reagan quotes used in the ad, including the part about tariffs looking 'patriotic' but only working 'for a short time,' and the cost of the ad campaign.

  13. Ontario's anti-tariff ad is clever, effective and legally sound, experts say | CBC News

    Supports the point that experts considered the ad legally sound and that Reagan's speech is in the public domain.