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7h 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.

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Video still of former U.S. president Ronald Reagan's radio address on free and fair trade, from Camp David, Md., in April, 1987.
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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.