Colorado Governor 2026: the ads, and who's paying for them
Phil Weiser (Democrat), Victor Marx (Republican), Eric Mulder (Libertarian), Stephen Hamilton (Constitution), Jeff Peckman (Unity), Erik Underwood (Approval Voting) and Greg Lopez (independent) are the candidates for governor of Colorado in the November 3, 2026 general election. Semblen has analyzed 15 ads in this race; 7 used at least one manipulation technique, most often loaded language and glittering generalities.
Phil Weiser (DEM), Victor Marx (REP), Eric Mulder (LIB), Stephen Hamilton (CON), Jeff Peckman (UNI), Erik Underwood (APV), Greg Lopez (IND).
On the ballot as listed by Colorado Secretary of State, 2026 General Election official candidate list. 15 ads analyzed, 7 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-08.
6 of 14 (43%) flagged · Glittering Generalities (4), Loaded Language (4), Appeal to Prejudice (3)
YouTube
1 of 1 flagged · Appeal to Fear (1), Bandwagon Appeal (1), Black-and-White Fallacy (1)
Reported Meta spend
$5,000–7,277 on all ads, $1,500–2,688 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“irresponsible corporations” — Loaded Language, paid for by Phil Weiser for Colorado
· the flagged ad with the highest reported spend that shows the most common technique
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Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 47% of ads.
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Money in this race
Candidates for governor report their fundraising to Colorado's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
15 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Lori Schott Testimonial
Paid for by Phil for Coloradovideo · 0:30from 2026-10-06
Social media companies bear responsibility for my daughter's death. These platforms have basically pushed content that desensitized children to suicide. I have reached out with my daughter's story to so many people, but Phil was different.
Phil Weiser listened to what my family went through and got to work. The social media platforms, they're preying on kids and we need someone who isn't in their pocket to fight for us. That's Phil Weiser.
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: preying on kids.
Appeal to Fear: The claim that social media platforms are 'preying on kids' creates anxiety about threats to children to motivate support for a specific candidate — for example: preying on kids
Black-and-White Fallacy: The sentence implies only two types of people exist: those 'in the pocket' of social media platforms and those who will fight for families, leaving no middle ground — for example: someone who isn't in their pocket to fight for us
Bandwagon Appeal: The short declarative 'That's Phil Weiser' functions as a rallying conclusion implying he is the obvious collective choice after framing the stakes — for example: That's Phil Weiser
Loaded Language
Appeal to Fear
Black-and-White Fallacy
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Paid for by The Kim Monson Showfrom 2026-10-05 to 2026-10-08spend $0–99100–999 impressions
Transportation analyst Randal O'Toole explained why he opposes Ballot Issue 7A, the Front Range rail sales tax. Phil Kerpen of American Commitment walked through diesel prices and the Fed's September rate increase, Clear Creek County commissioner candidate Christopher Hardman explained the county's projected 2029 budget shortfall, and unaffiliated governor candidate Greg Lopez said the five candidates outside the two major parties have asked 9NEWS for a debate stage.
https://kimmonson.com/kim_monson_show/ballot-issue-7a-rail-tax-clear-creek-2029-shortfall-fed-rate-increase/
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Liberty & Victoryfrom 2026-10-022 variantsspend $0–19825,000–30,998 impressions
VICTOR 2026 | COLORADO
Can’t You See. Time for a Change. State to Rebuild.
A continuing series of independent commentary and creative work centered on Victor Marx and the issues shaping Colorado in 2026.
Then there’s who’s behind it.
Liberty & Victory Co. is a veteran-owned, family-run American apparel and creative brand built around Faith. Family. Freedom.
We create the shirts, videos and original content you’re seeing here independently—not as the Victor Marx campaign.
🇺🇸 Liberty & Victory Co.
Built on Faith. Family. Freedom.
An email when new ads come in from either side or the outside groups: the techniques, the words doing the work, and who paid. And each debate's analysis the morning after. One-click unsubscribe.
False Urgency: The imperative 'Get out and get it done!' creates artificial urgency and pressure to act immediately without deliberation — for example: Get out and get it done!
Appeal to Prejudice: The phrase 'take back Colorado' implies an in-group reclaiming something lost from an out-group, exploiting identity-based us-vs-them framing — for example: Let's take back Colorado!
Glittering Generalities: The vague rallying cry 'take back Colorado' invokes a sense of reclaiming heritage or values without specifying any concrete policy or action — for example: Let's take back Colorado!
False Urgency
Appeal to Prejudice
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Phil Weiser for Coloradofrom 2026-10-013 variantsspend $100–39728,000–34,997 impressions
When Donald Trump tried to punish Colorado for not falling in line with adopting his reckless policies, Phil got to work and sued his administration.
“The only response is to fight back and to defend your principles.” – Phil Weiser, The Colorado Sun.
That’s exactly what he did. Through legal action, Phil has fought to protect our elections, our immigration laws, and defend Coloradans from the administration’s reckless tariffs - working to bring down costs.
As Governor, he’ll never stop fighting for Colorado.
Loaded Language: The words 'punish' and 'reckless' are emotionally charged terms designed to trigger a negative reaction toward Trump rather than neutrally describe policy disputes — for example: 'punish Colorado' and 'reckless policies'
Appeal to Prejudice: The framing of Colorado as a victim of an outside aggressor ('not falling in line') implicitly appeals to in-group identity and state pride, positioning Colorado residents as a unified group under attack — for example: 'not falling in line with adopting his reckless policies'
Glittering Generalities: The phrase uses vague, emotionally positive language about 'fighting for Colorado' without specifying any concrete policies or actions — for example: 'never stop fighting for Colorado'
Loaded Language
Appeal to Prejudice
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Phil Weiser for Coloradofrom 2026-10-013 variantsspend $1,100–1,397145,000–179,997 impressions
As your Attorney General, I’ve never backed down from defending Colorado from irresponsible corporations.
I launched a nationwide lawsuit against Meta to hold them responsible for an addictive algorithm that harmed young people - and won.
Under the settlement, Colorado will receive close to $615 million over nine years - which will go directly to protecting and restoring the safety and mental health of children in Colorado.
The action “is an important step forward and I welcome Meta’s decision to accept responsibility and to collaborate with the multistate coalition to protect kids who deserve better.” – Phil Weiser, CBS KKTV 11
Together, we’ll build a better future for Colorado.
Loaded Language: The phrase 'irresponsible corporations' uses emotionally charged language to frame corporations negatively without specific evidence — for example: irresponsible corporations
Appeal to Prejudice: The phrase 'your Attorney General' invokes an in-group identity appeal, positioning the speaker as belonging to and defending the audience's community — for example: your Attorney General
Glittering Generalities: The phrase uses vague, emotionally positive language about unity and a 'better future' without any specific meaning or policy substance — for example: 'better future for Colorado'
Loaded Language
Appeal to Prejudice
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Phil Weiser for Coloradofrom 2026-10-013 variantsspend $200–49747,000–53,997 impressions
Throughout my campaign for Governor, I’ve traveled across our state to meet voters face to face and really listen to the issues that matter most to them.
When I talk to Coloradans, affordability, particularly with regard to housing, is often the first topic on their minds. That’s why I got to work on a plan to fix the problem.
As your Attorney General, I’ve held big landlords like Greystar responsible for cheating Coloradans with deceptive schemes like junk fees - suing them and winning - and have put money back in the pockets of hard-working people across our state.
I won’t stop there. That’s why I made a plan to add affordable housing to communities across our state - for renters and owners - to make Colorado a more affordable place to live.
That’s the kind of Governor I’ll be.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Victor Marxfrom 2026-09-30 to 2026-10-03spend $400–49935,000–39,999 impressions
Colorado can still be turned around. Come hear how.
Join Victor Marx and running mate George Markert this Friday at the Centennial Hope Rally: a free evening of faith, freedom, and real solutions for Colorado.
📍 Centennial Gun Club, 11800 E Peakview Ave
🗓 Friday, Oct 2 | Doors open at 6 PM
🎟 Free for all ages, free parking
Reserve your free spot now 👇
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Vic Meyers for Democracyfrom 2026-09-19 to 2026-09-25spend $200–29910,000–14,999 impressions
I’m Vic Meyers, candidate for State Representative. Anyone who saw the Kyle Clark interview with Victor Marx knows exactly how far off the rails his platform is. It’s so bad that fellow Republicans are actively distancing themselves from his campaign.
Yet in House District 47, Ty Winter remains quiet. We are left guessing whether our state representative supports these extreme views or rejects them.
You deserve a representative who doesn't hide behind party lines or dodge difficult questions. I will always tell you where I stand—and it's time Ty Winter did the same.
Loaded Language: The phrase 'extreme views' uses emotionally charged language to characterize positions negatively without specifying what they are — for example: extreme views
Black-and-White Fallacy: The sentence presents only two options — supports or rejects — implying no nuanced or intermediate position is possible — for example: supports these extreme views or rejects them
Name Calling: The phrase implies Ty Winter hides and dodges, attaching negative labels to discredit him without substantive argument — for example: 'hide behind party lines or dodge difficult questions'
Loaded Language
Black-and-White Fallacy
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Vic Meyers for Democracyfrom 2026-09-18 to 2026-09-20spend $0–992,000–2,999 impressions
I’m Vic Myers, candidate for State Representative. Anyone who saw the Kyle Clark interview with Victor Marx knows exactly how far off the rails his platform is. It’s so bad that fellow Republicans are actively distancing themselves from his campaign.
Yet in House District 47, Ty Winter remains quiet. We are left guessing whether our state representative supports these extreme views or rejects them.
You deserve a representative who doesn't hide behind party lines or dodge difficult questions. I will always tell you where I stand—and it's time Ty Winter did the same.
Loaded Language: The phrase 'extreme views' uses emotionally charged language to characterize positions negatively without specifying what they are — for example: extreme views
Black-and-White Fallacy: The sentence presents only two options — supports or rejects — implying no nuanced or intermediate position is possible — for example: supports these extreme views or rejects them
Name Calling: Implies the opponent hides and dodges without evidence, functioning as a derogatory label to discredit rather than address arguments — for example: 'hide behind party lines or dodge difficult questions'
Loaded Language
Black-and-White Fallacy
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Victor 2026 Merchfrom 2026-08-18 to 2026-08-23spend $900–99940,000–44,999 impressions
We’re coming back to the Western Slope this week and have a lot of events scheduled between Lt. Gov. Nominee, George Washington Market, and myself.
We invite you all out to these free events to come say hi and ask your questions, and invite your friends and family. You can go to Victor2026.com for all the details.
Wed. Aug. 19th - Kremmling - Valley Life Church
Wed. Aug. 19th - Bayfield - La Plata County GOP Event
**George Washington Markert only**
Thurs. Aug. 20th - Montrose - Montrose County Lincoln Day Dinner
Thurs. Aug. 20th - Ouray County - True Grit Cafe
**George Washington Markert only**
Thurs. Aug. 20th - Cortez - Cortez Chamber
**George Washington Markert only**
Fri. Aug. 21st - Palisade - Talbot Cider Co.
Fri. Aug. 21st - Delta - Delta GOP HQ
**George Washington Markert only**
Fri. Aug. 21st - Grand Junction - Fellowship Church (Rally)
**Both Victor and George in attendance**
Sat. Aug. 22nd - Montrose - Montrose Courthouse Parking Lot
Sat. Aug. 22nd - Delta - Cowboy at the Cross Church
Sat. Aug. 22nd - Delta - Delta County Lincoln Day Dinner
Sat. Aug. 22nd - Ridgway - Hartwell Park
**George Washington Markert only**
Sun. Aug. 23rd - Gunnison - Gunnison GOP Event
Mom. Aug. 24th - Chaffee County - Schedule coming soon
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Victor 2026 Merchfrom 2026-08-15 to 2026-08-16spend $0–99100–999 impressions
Life's too short for weak coffee.
The Victor Marx Brew is a bold, full-bodied blend built for people who start early and finish what they start.
Guatemalan volcanic highlands. Ethiopian heritage beans. Roasted in Aurora, Colorado. Dark chocolate up front, mild sweet fruit in the middle, toasted almond on the finish.
$25 a bag — and 20% comes off automatically at checkout.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Victor 2026 Merchfrom 2026-08-12 to 2026-08-16spend $200–29910,000–14,999 impressions
If you're in the hardest chapter of your life right now, this book was written by someone who's been there.
Victor Marx's story doesn't skip the ugly parts. It walks straight through them — what he survived as a kid, the years he carried it in silence, and what finally broke the cycle.
You don't have to care about politics to need a story like this. You just have to be someone who's still fighting.
The Victor Marx Story, Fourth Edition — 20% off today.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Victor 2026 Merchfrom 2026-08-02 to 2026-08-062 variantsspend $1,100–1,29855,000–64,998 impressions
Good news — the sale is extended. Through Tuesday, August 4 only, take 20% OFF sitewide at the Victor Marx Merch Store.
Hats, shirts, flags, yard signs, coffee, books, bundles — now is the best time to stock up and show your support.
Every purchase helps spread the message across Colorado and supports the campaign's grassroots efforts.
The sale ends Tuesday, August 4 at 11:59 PM MT.
After that, prices return to normal.
👉 Shop now: victor2026merch.com
Thank you for your support — we couldn't do this without you.
Team Victor Marx
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Victor 2026 Merchfrom 2026-07-31 to 2026-08-03spend $700–79945,000–49,999 impressions
Through Sunday, August 2 only — take 20% OFF sitewide at the Victor Marx Merch Store.
Hats, shirts, flags, yard signs, coffee, books, bundles — now is the best time to stock up and show your support.
Every purchase helps spread the message across Colorado and supports the campaign's grassroots efforts.
The sale ends August 2 at 11:59 PM MT. After that, prices return to normal.
👉 Shop now: victor2026merch.com
Thank you for your support — we couldn't do this without you.
Team Victor Marx
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it ran mostly in CO and names a nominee for governor — unless its sponsor is a campaign for some other office (a U.S. Senate or House campaign included), or it also names CO's Senate nominees, in which case it is on the Senate race's page. Ads from outside groups appear alongside the campaigns' own.
The candidates are the ones certified for the November ballot, from the source linked at the top. Governors are state offices, so there are no FEC filings behind this page: no money figures, and outside groups are placed on a side only when they are a campaign or a party committee.
Campaigns run one text as many separate ads. Identical text from the same sponsor is one card here, marked with its number of variants.
A technique is a specific manipulative move in the wording, found by our model and explained in one line. It is not a claim that the ad is false.
Claims are checked when a reader asks: press "Check this ad's claims" on a card. The check runs once and its result is shown to everyone afterwards. The ten ads with the most money behind them in each race are checked ahead of time.
Claim verdicts say what the cited sources say. A verdict that an ad is wrong or misleading is shown only when it cites an established fact-checker or an institutional record — Congress, a federal agency, a court — and its confidence is not low; a weaker one is not shown at all. Each verdict shows what it rests on and how confident it is. If we got one wrong, press Disagree: a verdict that readers dispute and no one defends comes down.
Video ads come from the campaigns' own YouTube channels; the transcript is analyzed. Meta ads are analyzed on their text; their video and images are not, yet.
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