Canada's attempt to counter U.S. tariffs with a digital billboard campaign in Republican-led states has sparked confusion rather than support, as tensions between the two countries escalate over trade policies.
After President Donald Trump's decision to impose tariffs on Canadian steel and aluminum, Canada increased border enforcement but failed to sway the president's stance. With a new round of tariffs set for April 2, Canada has retaliated with its own counter-tariffs and is now seeking public support from American voters to pressure lawmakers, according to CBC News.
In an unconventional move, Canada has launched an ad campaign targeting voters in red states like Florida, Georgia, Michigan, and Ohio. The ads, appearing on digital billboards and social media, emphasize the shared economic benefits of trade and warn of job losses on both sides of the border.
Foreign Affairs Minister Mélanie Joly defended the strategy in a CNN interview, stating that Canada wants to appeal directly to "hard-working Americans" since diplomatic efforts with Trump have failed.
However, the campaign has caused confusion, with many Americans pointing out the unclear language.
"Tariffs are a tax on your grocery bill," one billboard reads, with "Paid for by the Government of Canada" written underneath.
While it appears the billboards itself was "paid for" by the Canadian government, some mistook it to mean that the "tax" was paid for by the Canadian government.
As Canada braces for further economic retaliation from the U.S., Joly has signaled a shift toward strengthening trade and defense ties with Europe and the United Kingdom.
Meanwhile, the federal Conservative Party has seized on the controversy, using it to criticize Prime Minister Mark Carney ahead of Canada's upcoming election.
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