New ad blitz targets tariffs on small businesses
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Images courtesy of Small Businesses Against Tariffs
A new monthlong guerrilla ad campaign is hitting Chicago on Monday to bring attention to small businesses that have been affected by tariffs.
Why it matters: According to surveys by the Council on Foreign Relations, 2 in 5 Americans mistakenly believe a tariff is paid by a foreign country. Research from the New York Fed and Columbia University shows that nearly 90% of the tariffs President Trump enacted in 2025 were paid by U.S. firms and consumers.
- The nonpartisan business group behind the campaign, Small Businesses Against Tariffs, says it's trying to clarify the record and spending six figures to do so.
The other side: Axios asked the White House for comment on the campaign and what message officials would like to send to small businesses about tariffs, but the press office has not responded.
Zoom in: The campaign is targeting Chicago, Detroit, Atlanta, Nashville and Newark because they are located in states hit hardest by tariffs, with Gov. JB Pritzker estimating Illinois saw nearly $8.7 billion in total damages.
- The cities can expect to see posters and decals plastered around town through April.
- In Chicago, the campaign is highlighting entrepreneur Sari Wiaz, who created crinkly, fabric-covered Baby Paper and says she's had to raise her prices 20%.
State of play: The Supreme Court struck down Trump's tariff agenda last month, declaring most of it illegal.
- Yes, but: Companies and consumers have already paid hundreds of millions to cover the fees, and Trump has predicted refunds will be litigated in court for two years.
- In the meantime, Trump has launched temporary 10% global tariffs on all countries using an avenue not subject to the Supreme Court decision.
What we're watching: This month, a top trade court judge ordered the Trump administration to jumpstart the refunding process to U.S. companies.
- U.S. Customs says it's finalizing a four-step process to allow companies to apply.