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4h ago

Ontario’s Reagan Ad Precedes Halted Canada–U.S. Talks and a 10% Tariff

The backlash includes a challenge from the Reagan Foundation over the ad’s portrayal and use of the late president’s 1987 remarks.

Video still of former U.S. president Ronald Reagan's radio address on free and fair trade, from Camp David, Md., in April, 1987.
Ontario Premier Doug Ford said he thinks U.S. President Donald Trump was looking for an excuse to pull out of trade talks with Canada.
U.S. Ambassador to Canada Pete Hoekstra addresses the Global Business Forum in Banff, Alta., Thursday, Sept. 25, 2025. THE CANADIAN PRESS/Jeff McIntosh
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Overview

  • President Donald Trump said on Oct. 23 that trade negotiations with Canada were “terminated” and later announced an additional 10% tariff on Canadian imports.
  • Ontario spent about $75 million on a one-minute TV spot for U.S. markets that used audio from Ronald Reagan’s April 25, 1987 radio address on trade.
  • The Ronald Reagan Presidential Foundation said the ad misrepresents Reagan’s comments and that it was not consulted, while some experts argue the recording is public domain and fairly used.
  • Ontario pulled the commercial after the fallout, and Prime Minister Mark Carney said detailed discussions had been underway “up until the point of those ads running.”
  • Commentary praised the ad’s craft yet deemed it a strategic error that worsened a sensitive diplomatic moment rather than helping resolve the tariff dispute.