President Donald Trump said on Saturday that he plans to hike tariffs on imports of Canadian goods by an extra 10% because of an anti-tariff television ad aired by the province of Ontario.

The ad used the words of former President Ronald Reagan to criticize U.S. tariffs, angering Trump, who said he would end trade talks with Canada. Ontario’s Premier Doug Ford said he would pull the ad after the weekend, and it ran Friday night during the first game of the World Series.

“Their Advertisement was to be taken down, IMMEDIATELY, but they let it run last night during the World Series, knowing that it was a FRAUD,” Trump said in a post on his Truth Social platform as he flew aboard Air Force One to Malaysia.

“Because of their serious misrepresentation of the facts, and hostile act, I am increasing the Tariff on Canada by 10% over and above what they are paying now.”

It was unclear what legal authority Trump would use to impose the additional import taxes. The White House did not immediately respond to a request for comment on when the 10% hike would come into effect, and whether it would apply to all Canadian goods.

A spokesperson for Carney did not immediately respond to requests for comment.

Canada-U.S. Trade Minister Dominic LeBlanc echoed that statement in a social media post late Saturday, that did not directly mention Trump’s latest tariff threat or the ad.

He said Canada stands “ready to build on the progress made in constructive discussions with American counterparts over the course of recent weeks.”

“And that progress is best achieved through direct engagement with the U.S. administration — which is the responsibility of the federal government,” Leblanc said in the post on X, in a subtle point that the ad was not coming from the federal government.

Conservative Leader Pierre Poilievre said in a social media post Canada wouldn’t be facing the tariff hike if Carney had kept his promise to negotiate a win.

A spokeswoman for Ford said in an email that the premier’s statement from Friday stands.

Ford said Friday that the intention of the ads was to start a conversation about the kind of economy that Americans want, and the impact of tariffs on workers and businesses. 

“We’ve achieved our goal, having reached U.S. audiences at the highest levels,” Ford said.

More than three-quarters of Canadian exports go to the U.S., and nearly $3.6 billion Canadian ($2.7 billion U.S.) worth of goods and services cross the border daily.

Many Canadian products have been hit with a 35% tariff, while steel and aluminum face rates of 50%. Energy products have a lower rate of 10%, while other goods covered by the U.S.-Canada-Mexico Agreement are exempt. That trade agreement is slated for review. Trump negotiated the deal in his first term, but has since soured on it.

Trump and Carney will both attend the Association of Southeast Asian Nations summit in Malaysia. But Trump told reporters travelling with him that he had no intention of meeting Carney there.

Trump said the ad misrepresented the position of Reagan, a two-term president and a beloved figure in the Republican Party. But Reagan was wary of tariffs and used much of the 1987 address featured in Ontario’s ad spelling out the case against tariffs.

A New York Times analysis of the ad and the original speech, published on Saturday, concluded that while the ad reordered some of the parts of the 1987 speech, it did not misrepresent or alter what Reagan said. 

The ads began airing last week and have run on right-wing networks that cater to Republican audiences and Trump supporters, such as Newsmax and Fox News.

Trump has complained that the ad was aimed at influencing the U.S. Supreme Court ahead of arguments scheduled for next month that could decide whether Trump has the power to impose his sweeping tariffs, a key part of his economic strategy. Lower courts had ruled he had exceeded his authority.

Additional tariff will hurt Americans

Flavio Volpe, president of the Automotive Parts Manufacturers’ Association, said in a social media post Saturday the additional tariff will hurt Americans.

“To be clear, a TV commercial is about to cost American consumers about $50B because he’s mad,” Volpe said on X.

Canada’s auto sector is among those hit hardest by Trump’s tariffs.

California Gov. Gavin Newsom, who has engaged in a highly public battle with Trump, also said the tariffs will cost the U.S. more, accusing Trump of “punishing the American people with higher costs” because he “got his feelings hurt.”