Canada is taking its fight against U.S. tariffs directly to American consumers, launching a billboard campaign to highlight the impact of trade policies on everyday purchases.
As former U.S. President Donald Trump escalates the trade war with a new 25% tariff on certain vehicles, Canada is hitting back with its own measures.
Ontario Premier Doug Ford has vowed to impose “as much pain as possible” on Americans to protect Canadian industries. Meanwhile, Canadian Prime Minister Mark Carney emphasized the broader economic consequences of the U.S. decision:
“The U.S. president is attempting to fundamentally restructure his economy, which in turn affects our economy and the global economy. While I respect his goal of supporting American workers, I strongly disagree that this is the right approach.”
Carney reinforced Canada’s commitment to defending its economy:
“Our response to these tariffs is clear: we will fight, protect, and build. We will counter U.S. tariffs with retaliatory trade measures designed to maximize their impact in the United States while minimizing harm to Canadians.”
As part of its response, Canada is rolling out billboards in 12 U.S. states, particularly in Republican strongholds.
Canadian Foreign Minister Mélanie Joly explained the strategy:
“We’re placing large billboards along major highways in Florida, Nevada, Georgia, New Hampshire, Michigan, and Ohio—12 states in total. These are predominantly red states, but we want to ensure that the American people understand what’s at stake. These tariffs will hurt their livelihoods and hit their wallets hard.”
With tensions rising, Canada’s bold messaging underscores the growing economic stakes in the intensifying trade dispute.
Melanie Joly has said they’re launching ads (Andrej Ivanov/Getty Images)
She continued: “And my message to hard-working Americans is: please call your senators, call your house representatives, to your mayors to your governors that you don’t want these tariffs because nobody will win in this approach coming to the White House, so it’s important that altogether we work to prevent them.”
Spokesperson for Global Affairs Canada, John Babcock, said, as quoted by The Post: “The purpose is to increase the understanding of the American public and to counter misinformation.
Representative Lloyd Smucker said: “Canada is free to spend their taxpayer dollars in whatever interesting ways they see fit, but I don’t think billboards will influence the thinking of the hardworking dairy farmers of my district.”
