Orlando Weekly spotted at least one billboard near Full Sail University in Winter Park, displaying the message, “Tariffs are a tax on hard-working Americans.” The Orlando Sentinel similarly found one near a 7-Eleven gas station in Winter Springs.

Tariffs are an added tax that may be imposed by governments on foreign-imported goods, which are ultimately levied on the buyer.

“The campaign is a strategic investment in Canada's long-term economic interests, and its trade relationship with the United States,” John Babcock, spokesperson for Global Affairs Canada, told Orlando Weekly in a statement, explaining the new billboard campaign.

Tariffs, he added, “are a tax on hard-working Americans in their daily lives” that could lead to higher consumer prices for groceries , cars and other essentials. “The purpose is to increase the understanding of the American public and to counter misinformation,” Babcock added.

Trump announced earlier this month, reportedly without informing Canada first, that the federal government would be imposing 25 percent tariffs on all foreign cars and auto parts imported into the U.S., effective April 2, with no exemption for Canada. Trump had previously proposed 25 percent tariffs on Canadian goods, plus all foreign aluminum and steel imports. Canada has already threatened retaliatory tariffs in response, after Trump first temporarily enacted, then paused tariffs on Canada earlier this month.

“Canada is deeply disappointed that the U.S. has chosen to reimpose these unjustified tariffs that hurt workers and businesses on both sides of the border,” Mary Ng, Canada’s Trade Minister, shared in a statement. “Instead of imposing unwarranted trade barriers, the U.S. should work with Canada as a trusted trade partner. Canada will always defend its interests and stand up for Canadian jobs, industries and workers. We will continue to pursue all available avenues to challenge these unfair and detrimental trade actions.”

This isn’t Trump’s first tariff battle. Trump also imposed tariffs on certain foreign goods during his first administration, including some that affected local wine bar owners here in Orlando , whose business relies at least in part on the foreign wines they ship from Europe.

Tariffs can serve as a source of revenue for governments, and can protect domestic industries against foreign competition. Still, economic experts have warned tariffs lead to higher prices on consumers, as businesses offload the higher cost of imports onto their customers.

Trump, in an interview with NBC News , said he “couldn’t care less” if automakers, for instance, raised prices because of new tariffs. “I hope they raise their prices, because if they do, people are gonna buy American-made cars,” Trump added. “We have plenty.”

The labor union representing U.S. auto workers for the Big Three car manufacturers — Ford, General Motors and Stellantis — has backed Trump’s tariffs plan on auto imports, for their part, while slamming the administration’s recent attacks on federal government employees’ union rights.

“We applaud the Trump administration for stepping up to end the free trade disaster that has devastated working class communities for decades. Ending the race to the bottom in the auto industry starts with fixing our broken trade deals, and the Trump administration has made history with today’s actions,” said Shawn Fain, president of the United Auto Workers, in a statement.

“But ending the race to the bottom also means securing union rights for autoworkers everywhere with a strong National Labor Relations Board, a decent retirement with Social Security benefits protected, healthcare for all workers including through Medicare and Medicaid, and dignity on and off the job,” added Fain, a progressive union leader who has been vocally critical of Trump and who backed Democrat Kamala Harris for president ahead of last year’s presidential election.

The Canadian government's anti-tariffs billboards have also been placed in Arizona, Colorado, Georgia, Michigan, Minnesota, Nevada, New Hampshire, North Carolina, Ohio, Pennsylvania, Wisconsin and Washington, D.C.

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