U.S. Treasury Secretary Scott Bessent offered a sharp and controversial critique of Canada’s recent anti-tariff advertising campaign, asserting that the promotional effort—produced by the government of Ontario and featuring the voice of former U.S. President Ronald Reagan—amounted to deliberate propaganda and a calculated example of psychological operations, commonly known as ‘psy-ops.’ His remarks came during an appearance on CNBC’s flagship political program *Meet the Press* on Sunday, where Bessent responded to a pointed question regarding President Donald Trump’s decision-making process on American trade policy and why it appeared to have been influenced by a television commercial that irritated him.
The advertisement, first released on October 16, integrated excerpts from Ronald Reagan’s 1987 Radio Address to the Nation, in which the former president passionately defended the principles of open commerce and reciprocal, fair trade. Through Reagan’s iconic rhetoric and the emotional nostalgia attached to his voice, the ad sought to warn against the perils of protectionism. Yet Bessent expressed deep concern over this portrayal, accusing the creators of manipulating Reagan’s words to target the American public. In his own words, he described the entire effort as propaganda directed at U.S. citizens—an attempt, he argued, to influence domestic opinion and undermine confidence in current American trade policy.
Bessent also drew attention to the campaign’s reported budget, stating that Ontario’s government had either spent or planned to allocate up to $75 million to ensure the ads would run prominently across U.S. television markets. This significant cross-border media investment, he implied, could only have one objective: to shape public attitudes in the United States, possibly to pressure Washington into reconsidering its tariff stance. “What other purpose could such an extravagant expenditure serve,” Bessent rhetorically asked, “other than to sway public opinion in another nation’s internal debate?”
While accompanying President Trump on a trade-focused diplomatic trip through Asia, where both were engaged in negotiations meant to secure new commercial agreements, Bessent acknowledged that Ontario’s government had subsequently removed the disputed advertisement. However, he insisted that its initial release demonstrated profoundly poor judgment on the part of Ontario Premier Doug Ford, characterizing it as a decision that jeopardized the province’s credibility and unnecessarily provoked tensions between close allies.
Bessent reiterated this criticism later that day during a separate interview on CBS’s *Face the Nation* with journalist Margaret Brennan. There, he elaborated that Ontario’s advertisement was, in his view, not merely misguided messaging but an inappropriate intrusion into the sovereign affairs of the United States. He lamented that the controversy had already inflicted tangible harm on the U.S. relationship with Ontario, Canada’s most populous and economically robust province, suggesting that such political missteps could impede future cooperation between the two nations. Requests for further comment from both the U.S. Treasury Department and the Ontario Premier’s Office went unanswered in follow-up inquiries made by *Business Insider.*
The backlash surrounding the ad escalated rapidly. The one-minute spot from Ontario prominently featured Reagan’s 1987 appeal for free and fair trade while cautioning Americans that, despite the allure of tariffs as symbols of patriotism, such barriers ultimately inflict financial damage on workers and consumers alike and risk igniting retaliatory trade wars. Yet, according to a statement issued by the Ronald Reagan Presidential Foundation and Institute, Ontario had misrepresented the late president’s words and failed to seek authorization to use, adapt, or broadcast his remarks. This accusation of unauthorized use intensified the debate over ethical boundaries in political communication.
The dispute soon crossed from the media into active policy discussions. In a strongly worded post on his Truth Social platform, President Trump condemned Ontario’s advertisement, declaring that he would halt ongoing trade negotiations with Canada in direct response to what he described as a hostile and inappropriate media intervention. In contrast, Premier Doug Ford defended his government’s intentions in a message posted on X (formerly Twitter), explaining that his goal had been to ignite a broader conversation about the future of North America’s economy—particularly the ways in which protectionist tariffs could affect both workers and business owners on either side of the border.
Ford further asserted that the campaign had already fulfilled its purpose by reaching American audiences, including policymakers and business leaders at the highest levels. In pursuit of maximum exposure, he had instructed his team to continue promoting the commercial through the weekend, ensuring its broadcast during the first two games of the World Series, one of the most-watched sporting events in the United States. However, following consultations with Canadian Prime Minister Mark Carney, Ford ultimately agreed to pause the ad’s circulation beginning Monday in an attempt to calm tensions and allow renewed progress in trade discussions.
Despite these conciliatory gestures, the controversy persisted. The ad did air during the World Series weekend, prompting President Trump to escalate his rhetoric further. In another Truth Social post the following day, he announced his intention to impose an additional 10 percent tariff on Canadian imports, supplementing existing rates that already taxed certain goods not covered by the United States–Mexico–Canada Agreement at 35 percent. He also reaffirmed his administration’s position on maintaining separate tariffs on specific industries, such as the automobile sector, underscoring that the United States remained firm in defending its trade interests.
Taken together, the episode highlighted the fragile interplay between political communication, economic policy, and international relations. What began as a media campaign invoking historical arguments for open markets had, within days, evolved into a diplomatic flashpoint, raising urgent questions about the limits of cross-border persuasion and the fine line separating legitimate advocacy from psychological manipulation.
Sourse: https://www.businessinsider.com/scott-bessent-canada-reagan-ad-propaganda-psyop-2025-10
