U.S. President Donald Trump says he has terminated trade negotiations with Canada over an Ontario government ad that uses former U.S. president Ronald Reagan's own words to spread an anti-tariff message to an American audience.
It's the latest turmoil in ongoing trade negotiations between the two countries, during which Ontario Premier Doug Ford has routinely appealed directly to Americans and taken a more adversarial tone than his federal counterparts.
Sources have told CBC News and Radio-Canada that Trump's decision last night caught the Carney government by surprise. One source said Trump is genuinely reacting to the ad, not using it as pretext for a deeper negotiating tactic.
But Trump's move to abruptly halt negotiations was days in the making. Here’s a timeline of events to this point:
Tuesday, Oct. 14The government of Ontario launches the $75-million ad campaign. The one-minute ad features a voiceover from former U.S. president Ronald Reagan’s April 1987 radio address about free trade. The audio plays over a series of cinematic shots depicting American scenery and workers.
Although the original address does include a section defending some tariffs the U.S. had imposed on Japan at the time, the parts included in the advertisement focus on Reagan’s views on tariffs more broadly.
"High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars. Then the worst happens. Markets shrink and collapse, businesses and industry shut down, and millions of people lose their jobs,” Reagan said.
The ad ends with an image of a retro television showing Reagan reading the speech into a microphone.
WATCH | The ad that triggered Trump:The Ontario government is launching a new multi-million dollar ad campaign aimed at U.S. residents, warning them of the dangers of tariffs. CBC's Lorenda Reddekopp has the details. Friday, Oct. 17Canada-U.S. Trade Minister Dominic LeBlanc returns from Washington, D.C., after engaging in days of high-level trade talks with U.S. officials. The talks appeared to have gained some positive momentum after a White House visit from Prime Minister Mark Carney earlier in the month.
Monday, Oct. 20Ontario's Reagan ad airs during the Major League Baseball playoffs.
Tuesday, Oct. 21The Globe and Mail reports Canada could be days away from a deal with the U.S. that would ease punishing sectoral tariffs, such as those on Canadian steel and aluminum.
The report suggested the deal could be signed at the Asia-Pacific Economic Cooperation (APEC) summit, which both Carney and Trump will be attending next weekend.
12:35 p.m. ET: Trump mentions he saw the Reagan ad, attributing it to Canada rather than Ontario.
"I even see foreign countries now that we're doing very well with, taking ads: 'Don't go with tariffs!' I saw an ad last night from Canada. If I was Canada, I'd take that same ad also."
Carney and Trump shake hands at the start of the Oct. 7 meeting in the Oval Office at the White House. (Adrian Wyld/The Canadian Press)Later that afternoon, Premier Ford is asked at Queen’s Park about Trump’s comments. He said he knew the president had seen the ad and figured Trump "wasn't too happy" about it.
“But it’s real because it was coming from the best president the country has ever seen: Ronald Reagan. So it’s very effective. It’s probably one of the best ads I’ve ever seen,” Ford said.
“It’s coming from Reagan’s voice, and it’s going to be focused right across the country, but also in Republican-held areas. Because what I feel, the Reagan Republicans are going to be fighting with the MAGA group, and I hope the Reagan Republicans win.”
Thursday, Oct. 2311 a.m. ET: Standing alongside Ford at an announcement for a $3-billion investment in a new nuclear facility next to the Darlington power plant, Carney refers to ongoing trade talks with the White House as “very detailed, constructive negotiations.”
At the same event, Ford said he and Carney are on the “same page” when it comes to trade, adding he supports the prime minister “1,000 per cent.”
“It might be a little easier for me to sit here, and say what I say, but it’s a little tougher when someone is sitting across from Donald Trump, and he has a big hammer in his hand,“ Ford said.
Carney shakes hands with Ontario Premier Doug Ford after the two made an announcement at the Darlington Energy Complex in Courtice, Ont., on Thursday. (Laura Proctor/The Canadian Press)Carney said the Americans are moving toward a sector-by-sector approach in negotiations. He also pointed to an upcoming review of the Canada-United States-Mexico Agreement (CUSMA) as an opportunity to raise "broader aspects" of the trade relationship between the two countries.
“If we ultimately don’t make progress in these various sectors, we’re going to do what’s necessary to protect our workers,” Carney said, before referring to the Darlington nuclear investment as an example of government action to spur local job creation.
8:54 p.m.: In a post on X, the Ronald Reagan Presidential Foundation and Institute says the Ontario anti-tariff ad “misrepresents” the late president's radio address by using selective audio and video, rather than airing the full remarks.
The foundation added that excerpts from the address were used without seeking or receiving permission.
“The Ronald Reagan Presidential Foundation and Institute is reviewing its legal options in this matter. We encourage you to watch President Reagan’s unedited video on our YouTube channel.”
The post linked to a YouTube video of the full five-minute address.
10:36 p.m.: Ford’s office issues an email statement in response to the Reagan foundation post, saying the commercial uses an “unedited excerpt from one of President Reagan’s public addresses, which is available through public domain.”
"President Ronald Reagan knew and spoke directly to Americans that tariffs hurt the U.S. economy, workers and families. He was a strong supporter of free and fair trade between Canada and America,” the statement read.
10:39 p.m.: Trump posts on Truth Social saying Canada “fraudulently” used a “FAKE” advertisement that featured Ronald Reagan speaking negatively about tariffs.
"TARIFFS ARE VERY IMPORTANT TO THE NATIONAL SECURITY, AND ECONOMY, OF THE U.S.A." Trump wrote. "Based on their egregious behavior, ALL TRADE NEGOTIATIONS WITH CANADA ARE HEREBY TERMINATED."
A senior government source told Radio-Canada’s Valérie Gamache that Canadian officials had been informed of Trump’s decision shortly before the president posted about it on Truth Social.
Friday, Oct. 24Both Carney and Trump are scheduled to depart for Kuala Lumpur to attend a summit of the Association of Southeast Asian Nations (ASEAN).
The two leaders are also scheduled to attend the APEC forum in South Korea next weekend.
7:10 a.m. ET: Trump again posts on Truth Social, saying “CANADA CHEATED AND GOT CAUGHT.”
“They fraudulently took a big guy ad saying Ronald Reagan did not like Tariffs, when actually HE LOVED TARIFFS FOR OUR COUNTRY, AND ITS NATIONAL SECURITY,” he wrote.
Trump suggested Canada was trying to illegally influence the United States Supreme Court, an apparent reference to a pending court decision over the legality of Trump's use of emergency powers to impose the sweeping trade penalties.
9:51 a.m.: Before boarding a plane for his trip to Asia, Carney speaks to reporters about blowback to the ad.
Carney speaks with members of the media on Friday before boarding a government plane in Ottawa. (Adrian Wyld/The Canadian Press)"We can't control the trade policy of the United States," he said, adding that Canada has been engaged in "constructive" negotiations and "stands ready to pick up on that progress and build on that progress when the Americans are ready to have those discussions."
Carney did not take questions from journalists.
2:27 p.m.: Ontario Premier Doug Ford posts that the ad will stop running – after this weekend.
Ford says he spoke with prime minister and is pausing the ad campaign "so that trade talks can resume".
In the statement, the premier said the ad achieved the goal of having American audiences "at the highest levels" – and will still air in the U.S. during the first two World Series games between the Toronto Blue Jays and Los Angeles Dodgers.