Florida Governor 2026: the ads, and who's paying for them
Byron Donalds (Republican), David Jolly (Democrat), Scott Jewett (Libertarian), Dean Abrams (independent), Charles Burkett (independent), Jeff Datto (independent), Moliere Dimanche (independent) and Frank Russo (independent) are the candidates for governor of Florida in the November 3, 2026 general election. Semblen has analyzed 43 ads in this race; 21 used at least one manipulation technique, most often glittering generalities and loaded language. Next date for voters: Last day to request a mail ballot: Thu, Oct 22.
Byron Donalds (REP), David Jolly (DEM), Scott Jewett (LIB), Dean Abrams (IND), Charles Burkett (IND), Jeff Datto (IND), Moliere Dimanche (IND), Frank Russo (IND).
On the ballot as listed by Florida Division of Elections, candidate listing 2026 General Election, Governor. 43 ads analyzed, 21 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. 3 ads from other advertisers shown separately below.
Sat, Oct 24 to Sat, Oct 31 (Mandatory start date (10th day before). Counties may start as early as Oct 19 (15th day before).)Source: dos.fl.gov ↗Source: dos.fl.gov ↗
By mail
Anyone can vote by mail; request a ballot by Thu, Oct 22 (5 pm on the 12th day before the election. This is the deadline for a ballot to be mailed.); return it by Tue, Nov 3 (Received by 7 pm local time on Election Day; the postmark does not count)Source: dos.fl.gov ↗
$176,500–226,629 on all ads, $101,100–129,430 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“America First Conservative” — Glittering Generalities, paid for by Friends of Byron Donalds PAC
· the flagged ad with the highest reported spend that shows the most common technique
Embed this race on your site
A small box with these findings and the newest ads, updated as new ads are analyzed. Free for newsrooms, blogs and campaigns alike; it links back here.
Follow the Florida Governor race
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.
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 47% of ads.
The words doing the work
The words that show up most in phrases our model flagged as loaded language or name calling in this race's ads, by number of ads.
data centerin 3 ads· e.g. “Byron "Data Center" Donalds”
Semblen is free to read and has no ads. If this page was useful, you can support it.
Money in this race
Candidates for governor report their fundraising to Florida's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
43 ads, newest first.
Showing the 20 ads paid for by Friends of Byron Donalds PAC. Show all 43 ads
Paid for by Friends of Byron Donalds PACfrom 2026-10-08spend $300–39920,000–24,999 impressions
Liberal David Jolly wants to undo Governor Ron DeSantis' agenda, raise your taxes, and jack up your insurance costs.
I'm proud to have Gov. DeSantis' endorsement. As Governor, I will keep your taxes low, lower your insurance costs, and protect The Florida Dream.
Name Calling: The label 'Liberal' is used as a derogatory political tag to discredit David Jolly before any substantive argument is made — for example: Liberal David Jolly
Appeal to Fear: The sentence warns of dire personal financial consequences (higher taxes, higher insurance costs) to provoke anxiety and opposition toward Jolly — for example: raise your taxes, and jack up your insurance costs
Loaded Language: The phrase 'jack up' is emotionally charged slang designed to trigger a negative reaction rather than neutrally describe a policy position — for example: jack up your insurance costs
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Glittering Generalities: The phrase 'The Florida Dream' is a vague, emotionally positive expression that sounds noble but carries no specific policy meaning — for example: The Florida Dream
Name Calling
Appeal to Fear
Loaded Language
Flag-Waving
Slogans
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 Friends of Byron Donalds PACfrom 2026-09-21spend $800–89935,000–39,999 impressions
I stand with Gov. Ron DeSantis and our state law: If a community doesn’t want a data center, no data center. Your bills do not go up. Our water is protected.
Appeal to Prejudice: The phrase 'our state law' and alignment with a named governor invokes in-group identity and local community solidarity to frame the position as representing 'us' — for example: I stand with Gov. Ron DeSantis and our state law
Glittering Generalities: A vague, emotionally reassuring promise with no specific mechanism or evidence offered — for example: Your bills do not go up and Our water is protected.
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 Friends of Byron Donalds PACfrom 2026-09-21spend $25,000–29,9991,000,000+ impressions
JOLLY'S HURRICANE TAX: David Jolly's Hurricane Tax would cost Florida families $1,000 every year. Higher home insurance. Higher car insurance. Higher renter's insurance. Reject David Jolly.
Loaded Language: The term 'Hurricane Tax' is an emotionally charged label designed to trigger fear and resentment rather than describe a policy accurately — for example: 'Hurricane Tax'
Appeal to Fear: The claim that Florida families would lose $1,000 every year is designed to create financial anxiety and override rational policy evaluation — for example: 'would cost Florida families $1,000 every year'
Name Calling: Labeling the policy 'Jolly's Hurricane Tax' is a derogatory framing used to discredit Jolly rather than engage with the substance of the policy — for example: 'Jolly's Hurricane Tax'
Card Stacking: Selectively lists negative consequences of the policy without providing any context, counterarguments, or benefits — for example: Higher home insurance, Higher car insurance and Higher renter's insurance.
Repetition: The word 'Higher' is repeated across sentences 2, 3, and 4 to hammer home a sense of escalating financial harm through rhetorical repetition — for example: 'Higher home insurance. Higher car insurance. Higher renter's insurance.'
Black-and-White Fallacy: The imperative 'Reject David Jolly' presents only a binary choice — reject him entirely — without allowing for nuanced evaluation of his positions — for example: 'Reject David Jolly'
False Urgency: The blunt command 'Reject David Jolly' functions as a call to immediate action, pressuring the audience to act without further deliberation — for example: 'Reject David Jolly'
Loaded Language
Appeal to Fear
Name Calling
Card Stacking
Repetition
Black-and-White Fallacy
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
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.
Paid for by Friends of Byron Donalds PACfrom 2026-09-21spend $8,000–8,999350,000–399,999 impressions
David Jolly represents everything Floridians hate about Washington, D.C. As Governor, I will keep your taxes low, I will lower your insurance costs, and I will make Florida more affordable.
Name Calling: David Jolly is labeled as embodying everything people hate about Washington D.C., a derogatory association used to discredit him rather than address his positions — for example: 'represents everything Floridians hate about Washington, D.C.'
Appeal to Prejudice: The sentence invokes in-group identity by appealing to what 'Floridians' collectively hate, framing the opponent as an outsider threat to the in-group — for example: 'everything Floridians hate'
Bandwagon Appeal: The claim implies that all Floridians share the same hatred, pressuring conformity by suggesting this is a universal consensus — for example: 'everything Floridians hate'
Repetition: The phrase 'I will' is repeated three times in rapid succession as a rhetorical device to reinforce the speaker's promises and create a sense of certainty — for example: 'I will keep your taxes low, I will lower your insurance costs, and I will make Florida more affordable'
Glittering Generalities: Vague, emotionally positive promises about affordability and lower costs are made without any specific policy detail or mechanism — for example: 'make Florida more affordable'
Name Calling
Appeal to Prejudice
Bandwagon Appeal
Repetition
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 Friends of Byron Donalds PACfrom 2026-09-21spend $3,000–3,499125,000–149,999 impressions
David Jolly will make your life more expensive: higher taxes, higher insurance premiums, and utility bills. I will make your life more affordable. I cut taxes, lowered prescription medicine costs, and will bring down your insurance bills.
David Jolly can run on his “pretty far left” views. I’ll run on the Florida Dream. See you in November.
Name Calling: David Jolly is labeled as someone who will harm voters financially without substantive policy argument — for example: "David Jolly will make your life more expensive".
Appeal to Fear: Creates anxiety about financial harm to voters if the opponent is elected, listing specific economic threats to trigger fear — for example: higher taxes, higher insurance premiums, and utility bills
Glittering Generalities: Vague positive promise of affordability without specific policy detail — for example: I will make your life more affordable
Card Stacking: Selectively presents claimed accomplishments without acknowledging counterarguments or evidence to the contrary — for example: "I cut taxes, lowered prescription medicine costs, and will bring down your insurance bills".
Name Calling
Appeal to Fear
Glittering Generalities
Card Stacking
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Friends of Byron Donalds PACfrom 2026-09-212 variantsspend $27,000–32,4981,100,000–124,999 impressions
DESANTIS-ENDORSED: I'm honored to have Gov. Ron DeSantis’ endorsement. As Governor, my mission is to build on Gov. DeSantis' record and defend The Florida Dream.
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 Friends of Byron Donalds PACfrom 2026-08-11 to 2026-08-203 variantsspend $12,500–14,9971,900,000–2,149,997 impressions
David Jolly is a hardcore believer in the trans agenda. Just listen to him.
I will always stand for common sense and protect Florida’s kids from this insanity.
Loaded Language: The phrase 'hardcore believer' uses emotionally charged language to imply fanaticism, and 'trans agenda' is a loaded political phrase designed to trigger a negative reaction rather than describe a policy position factually — for example: 'hardcore believer in the trans agenda'
Conspiracy Appeal: The term 'trans agenda' implies a hidden or sinister coordinated plan, framing LGBTQ+ advocacy as a secretive scheme rather than a political position — for example: 'trans agenda'
Bandwagon Appeal: The imperative 'Just listen to him' pressures the audience to accept the framing already established, implying the conclusion is self-evident and inviting conformity with the negative characterization — for example: 'Just listen to him'
Glittering Generalities: The phrase 'common sense' is a vague, emotionally positive term used as rhetorical flourish without specifying any concrete policy or position — for example: common sense
Appeal to Fear: The framing of 'protect Florida's kids' implies children are under threat, creating anxiety to justify the speaker's position without specifying the actual threat — for example: protect Florida's kids from this insanity
Black-and-White Fallacy: The sentence implies only two options exist: standing with the speaker for 'common sense' or being on the side of 'insanity', leaving no room for nuanced positions — for example: "stand for common sense", "from this insanity".
Loaded Language
Conspiracy Appeal
Bandwagon Appeal
Glittering Generalities
Appeal to Fear
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Friends of Byron Donalds PACfrom 2026-07-30 to 2026-08-202 variantsspend $2,900–3,498290,000–344,998 impressions
⏰ TIME IS RUNNING OUT, FLORIDA. Your Vote-By-Mail ballot must be RECEIVED by 7 PM on Election Day - a postmark is NOT enough. Don't let it sit on the counter. Sign it, seal it, send it back 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 Friends of Byron Donalds PACfrom 2026-07-30 to 2026-08-19spend $3,000–3,499500,000–599,999 impressions
My boys deserve the same shot at the Florida Dream I got, but Florida is pricing too many families out of their future.
As Governor, I’ll fight to cut property taxes, lower insurance rates, and bring down the cost of housing so every Floridian can afford to live their dream.
Glittering Generalities: The phrase 'live their dream' is a vague, emotionally positive expression that sounds noble but carries no specific meaning or policy detail — for example: live their dream
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 Friends of Byron Donalds PACfrom 2026-07-30 to 2026-08-20spend $700–79970,000–79,999 impressions
📩 Still holding your Vote-By-Mail ballot? Return it NOW. It must be RECEIVED by 7 PM on Election Day. A postmark won't count! Every day you wait is a day closer to too late. Get it in.
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 Friends of Byron Donalds PACfrom 2026-07-30 to 2026-08-20spend $500–59950,000–59,999 impressions
🚨 HEADS UP, FLORIDA: Read this before you set that ballot down. It has to be in the elections office by 7 PM on Election Day. Not postmarked. RECEIVED. Mail it now or drop it off in person. Don't cut it close.
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 Friends of Byron Donalds PACfrom 2026-07-16 to 2026-08-192 variantsspend $3,800–4,398650,000–759,998 impressions
I'm Byron Donalds, and the Radical Left hates me. Why? I solve problems, and as Florida Governor, I won't stop. I'll cut property taxes, let you pick your own doctor, and protect the rights of moms and dads.
Name Calling: The label 'Radical Left' is a derogatory political label used to discredit opponents rather than engage with their arguments — for example: 'Radical Left'
Appeal to Prejudice: Framing the speaker as a target of a demonized out-group ('Radical Left') implicitly positions the audience as part of an in-group that should rally behind him — for example: 'the Radical Left hates me'
Glittering Generalities: The vague claim 'I solve problems' is an emotionally positive but substanceless assertion used to build credibility without providing specific evidence — for example: I solve problems and protect the rights of moms and dads.
Name Calling
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 Friends of Byron Donalds PACfrom 2026-07-16 to 2026-08-192 variantsspend $6,900–7,9981,100,000–124,999 impressions
I understand the issue of affordability. My family grew up paycheck to paycheck in New York City, and then I found the Florida Dream as a young man almost thirty years ago. I’ll fight to make sure the next generation of Floridians get the same shot I did.
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 Friends of Byron Donalds PACfrom 2026-07-16 to 2026-08-192 variantsspend $700–898135,000–149,998 impressions
President Trump and America First Conservative Byron Donalds secured No Tax On Tips, No Tax On Overtime, and the largest tax cut on Social Security. Byron Donalds is a fighter who will defend the Florida Dream!
Appeal to Prejudice: The label 'America First Conservative' invokes in-group identity to signal ideological loyalty and tribal belonging — for example: America First Conservative
Exaggeration/Hyperbole: Claiming 'the largest tax cut on Social Security' is an absolute superlative that overstates the achievement without qualification — for example: the largest tax cut on Social Security
Glittering Generalities: The phrase 'Florida Dream' is a vague, emotionally positive concept used as rhetorical flourish without any specific policy substance — for example: the Florida Dream
Loaded Language: The word 'fighter' is an emotionally charged term designed to evoke strength and resolve rather than convey factual information — for example: a fighter who will defend
Appeal to Prejudice
Exaggeration/Hyperbole
Glittering Generalities
Loaded Language
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Friends of Byron Donalds PACfrom 2026-07-16 to 2026-08-19spend $15,000–19,9991,000,000+ impressions
Trump-endorsed America First Conservative Byron Donalds has one of the most conservative voting records in the House. He’s received ‘A’ rating from pro-life, pro-Second Amendment, anti-illegal immigration, and other conservative groups. That’s why President Trump stands with Byron Donalds.
Glittering Generalities: The label 'America First Conservative' uses vague, emotionally positive framing to evoke patriotism and conservative identity without substantive meaning — for example: America First Conservative
Exaggeration/Hyperbole: Claiming 'one of the most conservative voting records in the House' is a superlative claim presented without supporting data — for example: one of the most conservative voting records in the House
Card Stacking: Selectively lists only favorable ratings from aligned groups while omitting any ratings or assessments from other organizations that might present a more complex picture — for example: received 'A' rating from pro-life, pro-Second Amendment, anti-illegal immigration, and other conservative groups
Transfer: Borrows the authority and legitimacy of President Trump to validate and endorse Byron Donalds, implying that Trump's backing is itself a sufficient reason to support him — for example: President Trump stands with Byron Donalds
Glittering Generalities
Exaggeration/Hyperbole
Card Stacking
Transfer
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Friends of Byron Donalds PACfrom 2026-07-16 to 2026-08-194 variantsspend $19,500–25,9962,450,000–1,649,997 impressions
As Florida Governor, I will work with President Trump to continue to LOCK UP criminals, DEPORT criminal illegal aliens, and keep Florida SAFE. That’s why I stand with Florida’s sheriffs, and I'm honored to be endorsed by the majority of our sheriffs.
Loaded Language: Capitalized emphatic words 'LOCK UP', 'DEPORT', and 'SAFE' are emotionally charged to trigger strong reactions rather than convey nuanced policy — for example: LOCK UP criminals
Appeal to Prejudice: The phrase 'criminal illegal aliens' uses othering language to distinguish an out-group as a threat to the in-group community — for example: criminal illegal aliens
Appeal to Fear: The framing implies Florida is unsafe without these aggressive measures, creating anxiety to justify the stated policy positions — for example: keep Florida SAFE
Bandwagon Appeal: Citing endorsement by 'the majority of our sheriffs' implies broad authoritative consensus to pressure agreement — for example: endorsed by the majority of our sheriffs
Transfer: Invoking the authority and legitimacy of sheriffs as respected law enforcement figures to validate the speaker's political position — for example: I stand with Florida's sheriffs
Loaded Language
Appeal to Prejudice
Appeal to Fear
Bandwagon Appeal
Transfer
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Friends of Byron Donalds PACfrom 2026-07-16 to 2026-08-192 variantsspend $4,000–4,998700,000–849,998 impressions
🇺🇸 President Trump endorsed me for Florida Governor because he knows I'll fight for YOU. I’ll protect your constitutional rights, your freedoms, and your Florida.
This is the Free State of Florida, and as your next Governor, I’ll make sure it stays that way.
Transfer: Borrows legitimacy and authority from Trump's endorsement to validate the candidate's political position — for example: "President Trump endorsed me for Florida Governor because he knows I'll fight for YOU".
Appeal to Prejudice: The flag emoji and framing of 'fight for YOU' appeals to in-group identity, positioning the candidate as the champion of a specific patriotic constituency — for example: "🇺🇸 President Trump endorsed me for Florida Governor because he knows I'll fight for YOU".
Glittering Generalities: Uses vague, emotionally positive terms like 'constitutional rights', 'freedoms', and possessive 'your Florida' that sound noble but carry no specific policy meaning — for example: "I'll protect your constitutional rights, your freedoms, and your Florida".
Transfer
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 Friends of Byron Donalds PACfrom 2026-07-16 to 2026-08-192 variantsspend $500–69890,000–99,998 impressions
In the Florida House, I cut millions in taxes, eliminated thousands of regulations, and received an A+ economic rating from multiple groups. As Governor, I will fight to keep Florida free.As Florida Governor, I will work with President Trump to continue to LOCK UP criminals, DEPORT criminal illegal aliens, and keep Florida SAFE. That’s why I stand with Florida’s sheriffs, and I'm honored to be endorsed by the majority of our sheriffs.
Card Stacking: Selectively presents achievements without any counterbalancing information or context about the scale or impact of these cuts and eliminations — for example: "cut millions in taxes, eliminated thousands of regulations, and received an A+ economic rating from multiple groups".
Glittering Generalities: Uses vague emotionally positive language like 'free' and 'SAFE' without specifying what threats to freedom or safety are being addressed — for example: 'keep Florida free'.
Loaded Language: Uses capitalized, emotionally charged terms to trigger a strong reaction rather than convey neutral information — for example: 'LOCK UP', 'DEPORT', 'criminal illegal aliens'.
Scapegoating: Implies that 'criminal illegal aliens' are a primary source of danger, blaming a specific group for safety concerns — for example: 'DEPORT criminal illegal aliens'.
Appeal to Fear: Implies that without these actions Florida will not be safe, creating anxiety to justify the proposed measures — for example: 'keep Florida SAFE'.
Bandwagon Appeal: Cites endorsement by the majority of sheriffs to imply broad authoritative support and pressure conformity — for example: 'endorsed by the majority of our sheriffs'.
Transfer: Borrows legitimacy from the respected authority of law enforcement sheriffs to validate the candidate's position — for example: 'I stand with Florida's sheriffs'.
Card Stacking
Glittering Generalities
Loaded Language
Scapegoating
Appeal to Fear
Bandwagon Appeal
Transfer
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Glittering Generalities: Vague, emotionally positive framing around 'protect our taxpayers and our environment' without any specific policy substance — for example: protect our taxpayers and our environment and lead the way.
Appeal to Prejudice: Use of 'our' repeatedly invokes in-group identity, implying shared ownership and values among a specific constituency — for example: our taxpayers
Glittering Generalities
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid posts that ran in FL and name a candidate, from advertisers that aren't part of this race: news-style pages, campaigns for other offices, and others. They're shown here for completeness and not counted with the ads above. We show the same technique analysis; their claims are not checked.
Florida Daily: news-style page
Paid for by Florida Dailyfrom 2026-09-30 to 2026-10-07spend $0–993,000–3,999 impressions
Fact Check: Would David Jolly’s Insurance Plan Cost Florida Families $1,000 a Year?
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it ran mostly in FL 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 FL'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.
Get notified as this improves — new detection models, the browser
extension, and new features. Occasional email, no spam.
Semblen LLC · 5900 Balcones Drive STE 100, Austin, TX 78731 · unsubscribe any time