Ontario Launches $75 Million US Ad Campaign Against Tariffs

The Province of Ontario launched a $75-million advertising campaign across the United States to oppose tariffs on Canadian steel, aluminum, softwood lumber, and autos. The campaign utilizes a 1987 radio address by former U.S. President Ronald Reagan to argue that protectionism harms American workers, specifically targeting Republican-held areas to influence U.S. midterm elections. Premier Doug Ford stated the strategy intends to pit Reagan Republicans against the MAGA group.

President Donald Trump acknowledged seeing the commercial during a Fox broadcast of a Toronto Blue Jays game. While he indicated he understood the strategy, he maintained that the advertisements would not undermine his push for tariffs.

The campaign follows research from the Yale Budget Lab, which found that Trump's tariffs cost the average American household $1,800 annually and could result in the loss of 490,000 jobs. Doug Ford described the initiative as very effective, noting the impact of using Reagan's voice in the messaging.