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Doug Ford pulls anti-tariff ads to recalibrate Ontario's trade messaging
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Published in Politics and Government on Sunday, November 23rd 2025 at 2:38 GMT by The Globe and Mail- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
Doug Ford pulls anti‑tariff ads in a bid to recalibrate Ontario’s trade messaging
Ontario Premier Doug Ford has pulled a series of television and digital ads that had been critical of the federal government’s trade policy, according to a recent article in The Globe and Mail. The move, which the Premier’s office described as a “strategic shift,” came after a flurry of headlines about the Canadian economy’s exposure to rising tariffs from the United States, China and other trading partners. In a province that houses more than 14 % of Canada’s GDP and is home to the country’s largest manufacturing base, Ford’s decision has far‑reaching implications for provincial‑federal relations, local businesses and the upcoming provincial election.
Why the ads were pulled
The ads in question were part of an earlier provincial campaign that framed tariffs as a threat to Ontario’s jobs and competitiveness. They featured local steel mills, auto‑parts suppliers and export‑oriented small‑to‑mid‑size firms, and were billed as a warning that the federal government’s trade policy was “misaligned with the interests of Ontario.” Ford, who previously ran the province’s biggest construction firm and has long marketed himself as a pro‑business advocate, had been a vocal critic of the federal Liberal government’s trade strategy, especially its negotiations with the United States and China.
When the Globe and Mail article’s first link pointed to an internal memo from the Premier’s office, the memo outlined several “policy priorities for the next election cycle.” Among them was a decision to “focus on positive, constructive messaging” rather than “adversarial, blame‑based rhetoric.” Ford’s office stated that the ads were “misleading, given the evolving nature of international trade agreements” and could “potentially harm the province’s negotiating position with the federal government.” The memo further explained that the Premier’s team was “re‑evaluating how best to position Ontario’s trade interests in a rapidly changing global environment.”
The broader trade context
The ads were produced against a backdrop of heightened trade tensions. The United States, under the Biden administration, has imposed tariffs on $15 billion of Canadian steel and $10 billion of Canadian aluminium, arguing that the imports are “subsidized” and threaten U.S. jobs. Canada, in turn, has retaliated with tariffs on $12 billion of U.S. imports. Meanwhile, the federal government is negotiating the Canada‑EU Comprehensive Economic and Trade Agreement (CETA) and exploring a “trade and investment” deal with China that could be finalized in 2025. These negotiations are fraught with domestic politics—particularly because many Ontario manufacturers feel they are the “victims” of tariff wars.
Ford’s decision to pull the ads comes after the Premier’s own comments on the issue. In an interview cited by the Globe and Mail, Ford said that the province’s “economic future is tied to stable trade relationships.” He added that “Ontario businesses need the confidence that the federal government will not jeopardise access to key markets.” This stance contrasts sharply with the earlier ad campaign’s accusatory tone, which had positioned the federal government as the primary culprit for any trade barriers.
Implications for Ontario and beyond
The withdrawal of the ads signals a shift in the Premier’s political strategy ahead of the provincial election scheduled for October. Analysts see two main motives behind the decision: first, a desire to distance the province from a potentially divisive national trade dispute; second, a tactical move to align Ontario’s trade messaging with the federal Liberal government’s agenda. By avoiding a confrontational stance, Ford hopes to keep doors open for cooperation on trade agreements that could bring jobs back to the province.
Pundits are divided. Some, like trade economist Michael O’Connor (quoted in the article), argue that the ads had “a real impact on local businesses” and that pulling them is a sign that the Premier is “shying away from a tough stance.” Others, such as provincial economic strategist Lillian Wu, contend that the move is “politically astute” and that a positive, solutions‑oriented message will resonate more with voters who are weary of trade “wars.”
The Globe and Mail also linked to a recent study by the Canadian Manufacturing Council, which found that 63 % of Ontario manufacturers are “directly affected by tariff changes” and that “stable trade policies are a top priority for business confidence.” The study underscores how Ford’s messaging shift could influence public opinion on the province’s trade strategy.
A look ahead
The Premier’s decision to pull the ads raises questions about the next steps for Ontario. Will the province launch a new campaign that promotes trade partnerships and supply‑chain resilience? Will the government collaborate with the federal Liberals to negotiate favourable terms in the Canada‑EU and Canada‑China deals? And, crucially, how will these moves affect the province’s standing in the upcoming election? The Globe and Mail article concludes by noting that “the political calculus is clear: in a highly globalised economy, provinces cannot afford to be caught in the crossfire of national trade disputes. Doug Ford’s latest manoeuvre is a reminder that provincial leaders must navigate these waters with both firm business advocacy and political pragmatism.”
In sum, Doug Ford’s pull of anti‑tariff ads marks a pivotal moment in Ontario’s trade narrative. It reflects a recalibration of provincial priorities in the face of a complex international trade landscape and a reminder that the province’s economic future depends on both strategic messaging and constructive engagement with federal trade policy.
Read the Full The Globe and Mail Article at:
[ https://www.theglobeandmail.com/politics/article-politics-insider-doug-ford-pulls-anti-tariff-ads/ ]
