Detroit, USA – A new wave of digital billboards has appeared across several U.S. states with a clear message from Canada: “Tariffs are a tax on your grocery bill.” These digital signs are part of an educational campaign launched by the Government of Canada to inform Americans about the economic impact of tariffs introduced by the Trump administration.
The campaign, spotted recently in the Metro Detroit area, is also running in Arizona, Colorado, Florida, Georgia, Michigan, Minnesota, Nevada, New Hampshire, North Carolina, Ohio, Pennsylvania, Wisconsin, and Washington D.C., according to Global Affairs Canada spokesperson John Babcock.
Why Is Canada Running These Billboards?
In a statement, Babcock explained the goal:
“This campaign is a strategic investment in Canada’s long-term economic interests and its trade relationship with the United States.”
He added that tariffs act like a tax on hardworking Americans by raising the prices of everyday goods, including fuel and groceries. The aim is to educate the American public and counter misinformation about how tariffs really work.
Background: The Tariff Dispute Between the U.S. and Canada
This campaign comes as tensions rise again between Canada and the U.S. over tariffs on imports.
Earlier, President Trump imposed 25% tariffs on all steel and aluminum imports, including those from Canada. In response, Canada threatened to retaliate with nearly $21 billion in its own tariffs targeting American goods.
At one point, Trump even considered raising the tariffs on Canadian imports to 50%, but eventually backed down, keeping the rate at 25%.
Ontario’s 25% Electricity Surcharge Plan Paused
In another move, Ontario, Canada’s largest province, announced it would add a 25% surcharge on electricity exports to the U.S., which would have affected consumers in Michigan, Minnesota, and New York.
However, after growing tensions, Ontario Premier Doug Ford suspended the plan, and the Trump administration dropped its plan to double steel and aluminum tariffs, temporarily calming the situation.
Trump’s New Auto Tariffs Could Add More Pressure
This week, Trump introduced 25% tariffs on foreign vehicles and auto parts, a move that experts warn could further strain relationships with major trading partners, including Canada, Japan, Mexico, South Korea, and Europe.
Around half of the cars sold in the U.S. are made locally, but among imports, a large share still comes from Canada and Mexico, followed by Germany, Japan, and South Korea.
Mixed Reactions in the U.S.
While the Canadian government is raising awareness about the possible cost increases for American families, not everyone in the U.S. disagrees with Trump’s approach.
United Auto Workers (UAW) union president Shawn Fain has come out in support of the new car tariffs, calling them a step toward fixing “decades of damage” caused by free trade policies.
“This is about protecting working-class communities that have suffered for years,” Fain said.
As trade tensions continue, Canada is taking a bold approach by addressing U.S. citizens directly with billboard messages aimed at educating the public. While the Trump administration pushes forward with its tariff strategy, Canada is warning that these decisions may hurt American consumers more than they help.
With both countries trying to protect their own interests, the coming months could bring more debates—and perhaps more digital diplomacy.