TORONTO, Canada — The government of Ontario has suspended an advertisement featuring the voice of U.S. President Ronald Reagan, following a furious backlash from President Donald Trump, who retaliated by abruptly ending all trade negotiations with Canada.
The controversy has quickly escalated into a full-blown diplomatic dispute between two of North America’s closest allies, threatening to derail months of progress toward a new Canada–US trade agreement.
Trump Ends Trade Talks Over Reagan-Themed Ad
President Trump took to Truth Social late Thursday to announce that he had “terminated” trade talks with Canada, blasting what he called a “fake and misleading” advertising campaign.
“Canada’s use of Ronald Reagan’s voice in a political stunt is disgraceful,” Trump wrote. “This phony ad misrepresents Reagan, one of the greatest Republican Presidents.”
The 60-second commercial, commissioned by the Ontario provincial government, used an archival recording of Reagan from 1987 warning against the economic dangers of high tariffs. The ad, part of Ontario’s broader campaign opposing U.S. tariffs on Canadian exports, aired across several American television networks earlier this week.
Ontario Premier Doug Ford Suspends Advertisement
Less than a day after Trump’s outburst, Ontario Premier Doug Ford announced that he would pause the campaign, citing discussions with Prime Minister Mark Carney about the escalating trade fallout.
“In speaking with Prime Minister Carney, Ontario will pause its U.S. advertising campaign effective Monday so that trade talks can resume,” Ford posted on X (formerly Twitter).
However, Ford added that the advertisement would still air during two World Series games this weekend, featuring Canada’s Toronto Blue Jays against the Los Angeles Dodgers — a move expected to reach millions of American viewers.
The Reagan Quote and Its Controversy
The advertisement drew from Reagan’s 1987 radio address on trade, in which he cautioned that protectionist tariffs often backfire on the U.S. economy.
“High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars,” Reagan said in the original broadcast, a line repeated in the Ontario ad.
While critics in Washington accused Ontario of selectively editing the audio, a review by Al Jazeera found that the message of the commercial remained consistent with Reagan’s original warning — that tariffs should be used sparingly and temporarily to avoid harming American industries.
Reagan Foundation Threatens Legal Action
The Ronald Reagan Presidential Foundation condemned the use of the late president’s voice and image without authorization, calling it a misuse of historical material.
“The Ontario government used selective audio and video from President Reagan’s speeches. We are reviewing our legal options,” the Foundation posted on X.
Legal experts note that the use of Reagan’s likeness could raise copyright and ethical concerns, though the ad’s public-interest defense may complicate potential litigation.
White House Reaction: “Extreme Displeasure”
At the White House, Deputy Chief of Staff Stephen Miller said Trump had made his “extreme displeasure” known to both the Canadian embassy and senior aides.
“The President was deeply offended by this disrespectful use of Ronald Reagan’s legacy,” Miller told reporters, confirming that Trump would issue a formal response after the ad’s suspension.
A senior U.S. official told AFP that Trump is expected to meet Prime Minister Carney on the sidelines of the upcoming Asia-Pacific Economic Cooperation (APEC) summit in Seoul, South Korea, where the issue will likely be discussed privately.
Canada’s Position: Standing Firm on Tariffs
Despite the diplomatic turbulence, Ford emphasized that Ontario would continue opposing U.S. tariffs on Canadian goods, calling them “harmful to both economies.”
“Using every tool we have, we’ll never stop making the case against American tariffs on Canada,” Ford said in his initial post announcing the ad.
Prime Minister Mark Carney has also reiterated that Canada remains ready to resume trade negotiations once tensions ease. “We continue to believe in open, fair, and rules-based trade,” Carney said Friday in Ottawa.
Trade Relations at a Crossroads
The dispute comes at a sensitive time for Canada–U.S. relations, with both governments seeking to renegotiate aspects of cross-border trade, including automotive tariffs, agricultural subsidies, and energy exports.
Economists warn that Trump’s decision to halt talks could impact billions in bilateral trade. The United States is Canada’s largest trading partner, accounting for nearly 75% of Canadian exports.
“This political drama could have serious economic consequences if not resolved quickly,” said Sarah Thompson, a Toronto-based trade analyst.
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