When an advertisement rekindles the trade war between Washington & Ottawa
A TV advertising campaign in the United States was enough to rekindle the flames of protectionism. On October 25, 2025, Donald Trump announced a 10% increase in U.S. tariffs on Canadian products, in response to an “hostile” advertisement broadcast by the province of Ontario. An unexpected move that reignites trade tensions between the two North American partners, despite their ties under the USMCA free trade agreement.
The issue stems from an advertisement funded by the Ontario government. The spot featured a 1987 speech by Ronald Reagan, in which the former president warned against the harmful effects of protectionism. Aired during the World Series, the message was perceived in Washington as a direct provocation against Donald Trump’s trade policy.
A few hours after the broadcast, the former U.S. president announced on his Truth Social network an immediate 10% increase in import duties targeting Canada. The U.S. administration justified this decision by citing the “fraudulent and political” nature of the advertisement. At the same time, Trump ordered the suspension of bilateral trade negotiations, which had begun over the summer to review certain clauses of the USMCA.
The exact scope of this tariff hike has not yet been specified. According to Reuters, aluminum, steel, and automotive products (already subject to surcharges) could be affected again. This lack of clarity is creating regulatory uncertainty that worries economic sectors on both sides of the border.
Canadian Prime Minister Mark Carney reacted by calling for calm, stating that Canada remains “ready to reopen discussions whenever the United States wishes.” Ottawa has also considered withdrawing the advertisement in question, while denouncing “an excessive reaction.”
eyond the symbolic gesture, this episode illustrates the growing use of tariffs as a political tool. Already in 2018–2020, Donald Trump had used surcharges on steel and aluminum to impose commercial leverage. This time, the decision is not driven by economic logic, but by the perception of a media affront.
The episode highlights the fragility of the North American trade framework: despite the USMCA, tariff stability remains dependent on political tensions.
