‘Egregious behavior’ - Trump says he’s ending trade talks with Canada over TV ad

President Donald Trump announced on Thursday that he was terminating “all trade negotiations” with Canada, following a $75 million television advertisement produced by Ontario’s provincial government that criticized U.S. tariffs. The ad featured authentic audio from Ronald Reagan’s 1987 radio address , warning against tariffs, and aired during U.S. baseball playoffs to influence Americans.

The Ontario advertisement was designed to protect the province’s auto and manufacturing sectors from proposed 25% U.S. tariffs. Reagan believed tariffs “hurt businesses and consumers” and “stifle economic growth,” implying that even a Republican icon would disapprove of Trump’s trade policies.

The ad first aired in the United States on October 14, 2025 , and was broadcast again on October 21, 2025 , before any widespread U.S. protests against Trump’s tariff policies (“no King protest”) had taken place. Trump’s reaction on October 24 was primarily in response to the ad itself, rather than public demonstrations.

Observers note that Trump is using the controversy strategically, presenting himself as tough on trade while leveraging the situation to strengthen his position in future negotiations. By framing Canada’s ad as interference, he portrays himself as defending American interests, even as the ad itself predates major U.S. protests.

The $75 million expenditure by Canada, though large, is seen as a calculated investment - the ad targeted U.S. voters and policymakers directly to influence public opinion against tariffs, signaling to the Trump administration and Congress that such measures could be politically and economically costly. While it is a form of foreign influence , the campaign is aboveboard, public, and issue-focused.

Trump condemned the ad as “fake” , claiming it misrepresented Reagan’s views and accusing Canada of attempting to influence an American Supreme Court case. The Ronald Reagan Presidential Foundation also criticized the advertisement for using Reagan’s speech without permission. In his Truth Social posts, Trump wrote: “Canada thinks it can pressure American courts and public opinion with propaganda ads. Totally unacceptable. We will not be lectured by anyone while we protect American jobs.” He added: “I am hereby ending all trade negotiations with Canada until they learn to treat the United States with respect. America First means standing up to unfair partners, even our neighbors.”

Trump has often expressed admiration for Reagan, calling him a “great Republican president” and a personal and political model. However, his reaction to the ad reflects a selective interpretation of Reagan’s legacy , emphasizing economic nationalism and toughness in trade while downplaying Reagan’s historical opposition to tariffs.

Ontario Premier Doug Ford defended the ad, stating it used a public domain speech excerpt to highlight the risks of U.S. tariffs. Meanwhile, Canadian Prime Minister Mark Carney indicated that Canada plans to expand exports to non-U.S. markets to offset the uncertainty caused by Trump’s trade policies.