Billy Binion, a reporter for the American libertarian magazine Reason, similarly said: "I don't get how anyone can support the president having power over tariffs after watching this exchange. He is unilaterally raising taxes on Americans—not because of a ~negotiating~ tactic or to create jobs, but because… Canada hurt his feelings. Congress needs to do its job."
Throughout Trump's trade war, experts have emphasized that Americans ultimately pay more because of his tariffs, despite the president's claims to the contrary. Research published earlier his month by the investment bank Goldman Sachs shows that US consumers are shouldering up to 55% of the costs stemming from his taxes on imports.
"Let's be clear about what this is. Canada isn't paying a goddamned thing," Independent White House correspondent Andrew Feinberg stressed Saturday. "He's increasing taxes on Americans by executive fiat because he didn't like an advertisement that quoted Reagan's (accurate) views on tariffs. You (and I) are paying these taxes—not Canada."
Melanie D'Arrigo, executive director of the Campaign for New York Health, said on X: "1. Reagan's speech is real. 2. It's public domain. 3. Americans pay the cost of the added 10% tariffs, not Canadians. 4. Trump keeps lying because he thinks you're all too stupid to fact-check. 5. The average family will pay an extra $4,900 this year because [of] his tariffs."
The tariff announcement came after Trump suspended trade talks with Canada on Thursday night over the one-minute ad, even though the Canadian federal government did not pay for it. Ontario's provincial government was behind the ad, which uses audio from Reagan's April 25, 1987 radio address on free and fair trade.
Trump on Saturday quoted from the Ronald Reagan Presidential Foundation & Institute's Thursday statement, which said that the ad "misrepresents" the address, the Ontario government "did not seek nor receive permission to use and edit the remarks," and the organization "is reviewing its legal options in this matter."
Several journalists and other observers have concluded that "the ad faithfully reproduced Mr. Reagan's words, just in a different order," as the New York Times' Matina Stevis-Gridneff put it.
"When someone says, 'Let's impose tariffs on foreign imports,' it looks like they're doing the patriotic thing by protecting American products and jobs. And sometimes for a short while it works—but only for a short time," the ad begins. "Over the long run such trade barriers hurt every American worker and consumer."
"High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars," the clip of Reagan's voice continues. "Then the worst happens: Markets shrink and collapse; businesses and industries shut down; and millions of people lose their jobs."
Ontario's premier, Doug Ford, said Friday that "our intention was always to initiate a conversation about the kind of economy that Americans want to build and the impact of tariffs on workers and businesses. We've achieved our goal, having reached US audiences at the highest levels. I've directed my team to keep putting our message in front of Americans over the weekend so that we can air our commercial during the first two World Series games."
After speaking with Canadian Prime Minister Mark Carney, Ford said, "Ontario will pause its US advertising campaign effective Monday so that trade talks can resume. The people elected our government to protect Ontario—our workers, businesses, families, and communities. That's exactly what I'm doing. Like I said earlier today: Canada and the US are neighbors, friends, and allies. We're so much stronger when we work together. Let's work together to build Fortress Am-Can and make our two countries stronger, more prosperous, and more secure."
Ford's pledge to pull the ad next week clearly did not appease the US president. Hours after Trump announced the new tariffs on Saturday, Dominic Leblanc, the Canadian minister of US-Canada trade, urged engagement at the federal level.
"As the prime minister said yesterday, we stand ready to build on the progress made in constructive discussions with American counterparts over the course of recent weeks," Leblanc wrote on social media. "We will remain focused on achieving results that benefit workers and families in both the United States and Canada, and that progress is best achieved through direct engagement with the US administration—which is the responsibility of the federal government."
Meanwhile, Carney seemed to take swipes at Trump at the Association of Southeast Asian Nations (ASEAN) summit in Malaysia on Sunday. As CBC reported, he said that "we have all been reminded of the importance of reliable partners—who honor their commitments, who are there in tough times, and who engage collaboratively to fix something that isn't working."
"Canada is such a partner, a dependable partner, and I have come to Kuala Lumpur to say clearly that we want to play a bigger role in this region," Carney continued, as Trump also headed to Malaysia. "Like ASEAN, Canada values the rules-based system. We respect trade agreements and the rule of law. We believe in the value of the free exchange of goods, capital, and ideas."
The escalation between the US and its second-largest trading partner comes as the Supreme Court prepares to hear arguments over the president's authority to impose sweeping tariffs under the International Emergency Economic Powers Act. Trump's Saturday remarks were widely regarded as highly relevant to the case.
"Trump is raising US tariffs on Canada by 10% because he's unhappy that Ontario ran an ad quoting Ronald Reagan on why tariffs are bad. This is, of course, insane, and Trump has no legal authority to raise tariffs for that reason," said American finance journalist James Surowiecki. "If the Supreme Court can see this and still accept Trump's national security/national emergency argument for why he should be able to impose whatever tariffs he wants on whomever he wants, they are not serious people."
"We're living in a country where the president just randomly raises taxes on a whim because he's in a snit—and no one stops him, even though the Constitution gives him zero power over tariffs," he added. "This is not a constitutional republic at the moment."
