In a bid to revive stalled trade negotiations with the United States, Ontario Premier Doug Ford announced the province will pause its controversial anti-tariff advertising campaign starting Monday. The campaign, featuring excerpts from a 1987 address by former U.S. President Ronald Reagan, ran across American networks and cost approximately C$75 million.
The ad triggered a sharp reaction from President Donald Trump, who abruptly terminated trade discussions with Canada, accusing the commercial of being “fake” and alleging it sought to influence a U.S. Supreme Court ruling on his tariff policy. Trump linked the ad to attempts to interfere in U.S. legal processes and insisted he was ending all trade talks as a result.
Ford said the weekend rollout will continue, including coverage during the World Series broadcasts, but will be suspended from Monday onward to facilitate fresh negotiations aimed at easing tariffs on Canadian steel, aluminum and autos, among other goods. Canadian Prime Minister Mark Carney and his officials indicate they are ready to return to talks once the advertising conflict is resolved.