Ontario Premier Doug Ford announced Friday that his government will suspend its television advertising campaign in the United States criticizing American tariffs, a move aimed at easing tensions ahead of renewed trade talks between Canada and the U.S. Ford said he made the decision after consulting with Prime Minister Mark Carney, who is currently in Asia for a series of summits and expected to meet with President Donald Trump. The decision marks a strategic retreat from a high-profile publicity effort that had angered the White House and temporarily derailed trade discussions between the two countries. Ford explained that pausing the ads would help create a “more constructive atmosphere” for upcoming negotiations.
The controversy erupted after the Ontario government launched a series of anti-tariff ads that aired across major U.S. networks. The campaign included archival footage of former President Ronald Reagan warning about the dangers of tariffs, but it quickly drew sharp criticism from U.S. officials and from the Reagan Library, which said Ford’s government had not obtained permission to use the footage and had taken Reagan’s comments out of context. The ads reportedly infuriated President Trump, who abruptly halted ongoing trade talks with Canada in response. Despite the backlash, Ford said the campaign would continue through the weekend so that it could air during the opening games of the World Series, reaching millions of American viewers before being suspended.
In a written statement, Ford defended the campaign’s purpose, saying it had “achieved its goal” by raising awareness about the economic harm caused by tariffs. “Our intention was always to start a conversation about the kind of economy Americans want to build and the impact of tariffs on workers and businesses,” he said. “We’ve reached audiences at the highest levels.” However, political observers noted that the fallout highlighted the challenges of provincial governments engaging directly in international trade disputes — a policy area typically handled by the federal government. Critics accused Ford of overstepping his authority and jeopardizing Canada’s delicate trade diplomacy with Washington at a crucial time.
Other Canadian leaders were divided over Ford’s decision. Alberta Premier Danielle Smith praised the move to pause the ads, saying that “diplomatic engagement — not public confrontation — is the best path toward resolving the ongoing trade dispute.” She urged both federal and provincial leaders to focus on negotiation and restoring a “free and fair trade relationship” with the U.S. In contrast, Manitoba Premier Wab Kinew argued that the ad campaign had proven effective precisely because it drew a reaction from Trump. Comparing the political impact to a thrown rock hitting water, Kinew said, “If you throw a rock at a lake and you don’t hear a splash, you probably missed.” He urged Ford to keep the ads on air, claiming they resonated with Canadians frustrated by U.S. trade barriers.
Meanwhile, Prime Minister Mark Carney, speaking to reporters in Ottawa before departing for Asia, downplayed the confrontation but acknowledged that Canada has limited influence over the current U.S. trade agenda, which he described as “fundamentally changed.” Carney said his government had made “a lot of progress” in recent months through focused talks on key sectors like steel, aluminum, and energy. He added that Canada remained ready to resume discussions once the U.S. administration was prepared to reengage, emphasizing that diplomatic patience and steady dialogue were the most productive ways forward.
As President Trump departed for Asia later that evening, he renewed his criticism of the Ontario ads, calling them “crooked” and suggesting they might have been “AI-generated.” He accused the Ford government of playing “dirty politics” by allowing the commercial to air during Game 1 of the World Series between the Toronto Blue Jays and Los Angeles Dodgers, saying, “They could have pulled it tonight — that’s dirty play — but I can play dirtier.” Despite his remarks, U.S. officials did not rule out the possibility of renewed talks, particularly since Carney and Trump had previously met at the White House earlier in the month to discuss sector-based trade agreements. With Ford’s government now pausing its campaign, both countries appear positioned to cautiously rebuild trust as they prepare to return to the negotiating table.
