As Communications Minister, Masse was responsible for Canada's cultural policy. He argued against measures that would undermine the country's cultural sovereignty during negotiations leading to the Canada–United States Free Trade Agreement. He was moved out of the Communications portfolio to that of Minister of Energy in 1986 when it appeared to Mulroney that Masse might be an obstacle to the free trade negotiations. Masse was moved back to Communications following the 1988 election and the implementation of the Free Trade Agreement.