Georgia Governor 2026: the ads, and who's paying for them
Keisha Lance Bottoms (Democrat) and Rick Jackson (Republican) are the candidates for governor of Georgia in the November 3, 2026 general election. Semblen has analyzed 72 ads in this race; 43 used at least one manipulation technique, most often loaded language and glittering generalities. Next date for voters: Early voting starts: Tue, Oct 13.
Keisha Lance Bottoms (DEM), Rick Jackson (REP).
On the ballot as listed by Ballotpedia. 72 ads analyzed, 43 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. 5 ads from other advertisers shown separately below.
Anyone can vote by mail; request a ballot by Fri, Oct 23 (application must be received 11 days before the election); return it by Tue, Nov 3 (received by the county registrar by close of polls (7 p.m.) Election Day)Source: sos.ga.gov ↗Source: sos.ga.gov ↗Source: sos.ga.gov ↗
Government-issued photo ID required (driver's license even if expired, free state ID, passport, military ID, public college student ID, government employee ID)Source: sos.ga.gov ↗
42 of 70 (60%) flagged · Loaded Language (23), Glittering Generalities (22), Appeal to Fear (11)
YouTube
1 of 2 flagged · Appeal to Prejudice (1), Glittering Generalities (1), Repetition (1)
Reported Meta spend
$685,000–871,206 on all ads, $544,200–689,572 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“Georgia will be the envy of the nation” — Glittering Generalities, paid for by Jackson for Governor, Inc.
· the flagged ad with the highest reported spend that shows the most common technique
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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.
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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.
Each side is the campaign plus the groups backing it. How a group is placed is explained below the table.
Side
Ads
With at least one technique
Most common
Bottoms (D)
5
3 of 5
Loaded Language (3), Appeal to Fear (2), Appeal to Prejudice (2)
All from the campaign; no ads here from groups placed on this side.
Jackson (R)
27
18 of 27 (67%)
Glittering Generalities (11), Loaded Language (6), Appeal to Prejudice (5)
All from the campaign; no ads here from groups placed on this side.
Not placed on a side (11 sponsors)
40
22 of 40 (55%)
Loaded Language (14), Glittering Generalities (11), Appeal to Fear (8)
Read this before comparing the sides. Ads that attack an opponent use these techniques far more often than ads that introduce a candidate, whoever runs them, so the side running more attack ads shows a higher share. A technique is about wording, not about whether an ad is true. These are online ads only (Meta and YouTube), not television.
Appeal to Prejudice (1), Glittering Generalities (1), Repetition (1)
How a group is placed: by its own filings with the Federal Election Commission. A group is with a candidate when it reported spending to support that candidate, or to oppose the other one in the general election. The parties' own committees are with their nominee. Spending against a candidate in a primary places a group nowhere, and neither does our reading of its ads: a group with no such filing is listed as not placed. The sponsor table gives the reason for each.
Decide what counts
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
60% of the 72 ads here use at least one of the techniques ticked below (43 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 40% 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.
policyin 3 ads· e.g. “her disastrous policies”, “radical policies”
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Money in this race
Candidates for governor report their fundraising to Georgia's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
72 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Showing the 26 ads paid for by Jackson for Governor, Inc.. Show all 72 ads
Paid for by Jackson for Governor, Inc.from 2026-10-052 variantsspend $8,500–9,9981,400,000–1,599,998 impressions
We’ll make Georgia a leader in childhood literacy, raise teacher pay, and give teachers the support they need. Above all, we will strengthen Georgia’s schools.
Glittering Generalities: Vague, emotionally positive pledges about leadership, pay, and support that sound noble but lack specific policy detail — for example: make Georgia a leader in childhood literacy and we will strengthen Georgia's schools.
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 Jackson for Governor, Inc.from 2026-10-052 variantsspend $5,500–6,498900,000–1,049,998 impressions
I know what it’s like to count every dollar.
As governor, I’ll cut the income tax in half, freeze and lower property taxes, end the state income tax on tips, eliminate the state tax on energy, and freeze the gas tax when crisis hits.
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 Jackson for Governor, Inc.from 2026-10-05spend $600–699125,000–149,999 impressions
Proud to be endorsed by the Georgia Fraternal Order of Police!
Public safety isn’t a left or right issue. It’s a matter of public trust.
Keisha didn’t give police the support they needed and she left Atlanta’s most vulnerable communities to fend for themselves. That’s disqualifying.
I’ll Back the Blue, and I’ll make public safety a daily responsibility.
THANK YOU!
Glittering Generalities: The phrase 'Back the Blue' and 'public safety' are vague, emotionally positive slogans that sound noble but carry no specific policy meaning — for example: 'Back the Blue'
Glittering Generalities
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 Jackson for Governor, Inc.from 2026-10-02spend $8,000–8,999500,000–599,999 impressions
Chanta Villano-Willis lived in Atlanta when Keisha was mayor. I hope you'll take a few seconds to watch why she's NOT supporting her.
Keisha tolerated lawlessness, abandoned responsibility, and kept police from doing their jobs.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Glittering Generalities: The phrase 'soul of our state' uses vague, emotionally resonant language to frame a political contest in grand moral terms without specifying any concrete issue — for example: soul of our state and make life more affordable.
Loaded Language: 'Fight' frames the political situation as a battle or conflict, triggering an emotional response and sense of urgency — for example: 'We're in a fight'
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 Jackson for Governor, Inc.from 2026-10-017 variantsspend $25,500–30,4934,750,000–2,049,996 impressions
As your next Governor, I’ll fight to make Georgia more affordable, more prosperous, and safer for every family. We’ll cut taxes, lower costs, strengthen our schools, make healthcare more affordable, and keep Georgia moving forward. I’d be honored to earn your support.
Glittering Generalities: Vague, emotionally positive promises ('affordable', 'prosperous', 'safer for every family') that sound noble but lack specific policy substance — for example: more affordable, more prosperous, and safer for every family and keep Georgia moving forward.
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Glittering Generalities
Slogans
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Jackson for Governor, Inc.from 2026-10-0165 variantsspend $23,400–33,0355,045,500–5,882,335 impressions
I am running to go to work for ALL Georgians as your next Governor. We'll cut taxes, lower costs, strengthen schools, make healthcare affordable, and keep families safe. I'd be honored to earn your support.
Appeal to Prejudice: Emphasizing 'ALL Georgians' invokes in-group identity, implying a contrast with opponents who supposedly don't represent everyone — for example: ALL Georgians
Glittering Generalities: A list of vague, emotionally positive promises with no specific policy detail, designed to sound noble and appealing without substantive meaning — for example: cut taxes, lower costs, strengthen schools, make healthcare affordable, keep families safe
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 Jackson for Governor, Inc.from 2026-09-25 to 2026-10-03spend $10,000–14,9991,000,000+ impressions
Veterans shouldn’t have to battle state government after fighting for our country. When I’m governor, the people who had America’s back will know Georgia has theirs.
THANK YOU, Nine Line Apparel, for welcoming me back and hosting our veterans roundtable today!
Appeal to Prejudice: The phrase 'our country' invokes in-group identity, framing veterans as a sympathetic in-group deserving special solidarity — for example: fighting for our country and the people who had America's back.
Glittering Generalities: Vague pledges of mutual loyalty and support ('had America's back', 'Georgia has theirs') use emotionally resonant but substantively empty language to signal solidarity without specifying any policy — for example: had America's back
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.
Exaggeration/Hyperbole: The claim to do more for people than 'any politician they've ever voted for in their life' is an absolute superlative that goes beyond what evidence could support — for example: "more to help people that didn't vote for me than any politician they've ever voted for in their life".
Exaggeration/Hyperbole
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Loaded Language: The phrase 'out of control' is emotionally charged language that implies chaos and danger beyond what a neutral factual statement would convey — for example: 'Crime was out of control when Keisha was mayor.'
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 Jackson for Governor, Inc.from 2026-09-23 to 2026-10-043 variantsspend $1,200–1,49788,000–103,997 impressions
Hannah lived in 17 different foster homes over just 7 years. Today, she’s going to college and has a future.
I know how it feels to be counted out, and I know what can happen when someone gets a fair shot. Hannah, you’re an inspiration.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Loaded Language: The word 'warzone' is an emotionally charged, extreme term used to describe Atlanta under Bottoms' leadership, designed to trigger fear and outrage rather than convey factual information — for example: warzone
Exaggeration/Hyperbole: Describing Atlanta as a 'warzone' is a gross overstatement that goes far beyond what evidence could support about conditions in the city — for example: let Atlanta turn into a warzone
Scapegoating: The sentence places sole blame on Keisha Lance Bottoms for complex urban conditions, implying she personally caused Atlanta to become a 'warzone' — for example: Keisha Lance Bottoms let Atlanta turn into a warzone
Loaded Language
Exaggeration/Hyperbole
Scapegoating
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Jackson for Governor, Inc.from 2026-09-17 to 2026-10-033 variantsspend $11,500–17,097600,000–700,097 impressions
If you love this state and want safe streets, lower costs, and a government that works for everyday Georgians, this campaign has a place for you.
This isn’t a campaign for the insiders. It’s a movement for the people, and we’re just getting started.
Glittering Generalities: The sentence uses vague, emotionally positive phrases like 'safe streets', 'lower costs', and 'a government that works for everyday Georgians' that sound noble and appealing but carry no specific policy meaning — for example: 'safe streets, lower costs, and a government that works for everyday Georgians'
Appeal to Prejudice: The phrase 'everyday Georgians' invokes an in-group identity, implying the campaign represents ordinary, real people of the state as opposed to some unnamed out-group — for example: 'everyday Georgians'
Bandwagon Appeal: The phrase 'this campaign has a place for you' is a soft invitation to join a movement, implying broad participation and pressuring the reader to conform by joining — for example: 'this campaign has a place for you'
False Urgency: The phrase 'we're just getting started' implies momentum and a critical early moment, subtly pressuring the audience to act or join before it is too late — for example: 'we're just getting started'
Glittering Generalities
Appeal to Prejudice
Bandwagon Appeal
False Urgency
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Jackson for Governor, Inc.from 2026-09-16 to 2026-10-035 variantsspend $14,600–20,7951,093,000–1,278,995 impressions
Kristauna, I’m thankful for you and proud of you. Where you start doesn’t have to define where you finish. I’m running for governor to make sure EVERY Georgian has a chance to live their American Dream, just like I did.
Glittering Generalities: The phrase 'American Dream' is a vague, emotionally positive concept used as rhetorical flourish without specific policy substance — for example: American Dream
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Loaded Language: The word 'disaster' is an emotionally charged term used to characterize her tenure negatively without providing factual support — for example: 'a disaster'
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 Jackson for Governor, Inc.from 2026-09-04 to 2026-09-255 variantsspend $43,700–55,2952,770,000–2,079,996 impressions
Through the Fostering Success Act, we’ve been able to put hundreds of Georgia’s foster kids through college. We cover their tuition, boarding, and books, and give each of them a life coach.
I’m so proud of each of our students, and recently a few of them gave me the surprise of a lifetime.
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 Jackson for Governor, Inc.from 2026-09-03 to 2026-09-184 variantsspend $13,500–15,596925,000–1,059,996 impressions
Keisha ended cash bail bonds, slashed Atlanta’s corrections budget by 60%, and on her watch the police department was short at least 500 officers.
Georgians paid the price. 157 homicides in 2020. 158 in 2021. At least 840 people were struck by gunfire.
We aren’t going to let her do this to public safety in all of Georgia.
Appeal to Fear: The sentence implies a threat to public safety across an entire state, creating anxiety about dire consequences if a particular person is not stopped — for example: 'do this to public safety in all of Georgia'
Loaded Language: The phrase frames the unnamed person's actions as an attack on public safety, using emotionally charged framing to provoke alarm — for example: 'do this to public safety'
Appeal to Fear
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 Jackson for Governor, Inc.from 2026-08-26 to 2026-09-062 variantsspend $15,000–20,998900,000–1,049,998 impressions
Public safety isn't a left or right issue. It's a matter of public trust.
We'll support law enforcement, recruit and retain officers, and work to make every neighborhood and street safe.
THANK YOU to Sheriff Ashley Paulk and Sheriff Craig Peavy for supporting our campaign!
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 Jackson for Governor, Inc.from 2026-08-26 to 2026-09-062 variantsspend $10,500–11,998600,000–699,998 impressions
At the National Business League’s 126th conference, I talked about resilience, never giving up, and supporting ALL of Georgia’s small businesses and entrepreneurs.
THANK YOU for welcoming me, The National Business League!
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 Jackson for Governor, Inc.from 2026-08-25 to 2026-09-263 variantsspend $30,000–40,9971,900,000–1,049,998 impressions
I’ve lived in poverty. I know the struggle of not having a father, of bouncing from foster home to foster home, of not knowing if I was going to be able to eat at night. I went to more schools than you can count on both of your hands. I am running for governor because I want to fight for those who are struggling today. I believe with my business and life experience that I can make an impact to reform government, help those in need, lower the cost of healthcare, fix foster care, lower taxes, and strengthen our schools.
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 Jackson for Governor, Inc.from 2026-08-18 to 2026-09-204 variantsspend $39,000–46,9962,700,000–1,949,997 impressions
My plan lowers healthcare prices and prescription drugs by taking on health insurance companies and eliminating the middlemen that pass on unnecessary costs to patients and customers. Georgia will be the envy of the nation when we lower costs for ALL Georgians!
Name Calling: Health insurance companies and 'middlemen' are framed as adversaries passing on 'unnecessary costs,' using derogatory framing to discredit them rather than engaging with their role substantively — for example: middlemen that pass on unnecessary costs
Glittering Generalities: Vague, emotionally positive language about Georgia being 'the envy of the nation' and lowering costs for 'ALL Georgians' uses broad, feel-good rhetoric without specific substance — for example: Georgia will be the envy of the nation
Name Calling
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 Jackson for Governor, Inc.from 2026-08-12 to 2026-08-273 variantsspend $18,500–24,9971,425,000–1,649,997 impressions
I ran away from home when I was 12, lived in five different foster homes, and had to drop out of college because I couldn’t afford it.
I went on to start a company that’s created thousands of Georgia jobs and saved lives.
Beating the odds is what I’ve done my entire life. I’m running for governor to do the same for YOU.
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 implies a vague, emotionally resonant promise of shared success without specifying any concrete policy or action — for example: 'do the same for YOU'
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.
Loaded Language: The word 'corruption' is used as an emotionally charged label to trigger a negative reaction toward Keisha Lance Bottoms without presenting evidence — for example: 'corruption is complimentary'
Name Calling: The sentence applies the derogatory label 'corruption' directly to Keisha Lance Bottoms to discredit her rather than address any specific argument or action — for example: 'corruption is complimentary'
Loaded Language
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 Jackson for Governor, Inc.from 2026-08-08 to 2026-09-053 variantsspend $16,500–22,4971,075,000–1,249,997 impressions
I’m grateful for Governor Brian Kemp's support and appreciative of his kind words in Athens this week.
I know hunger, dodging the rent collector, and how high prices hit working families hardest. I know what it’s like, and I’ve got this.
Appeal to Prejudice: The speaker invokes shared working-class identity and hardship to create an in-group bond with 'working families', implying they uniquely understand and represent this group — for example: working families hardest
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 GA 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.
HCSO Foundation: not a political advertiser
Paid for by HCSO Foundationfrom 2026-09-21 to 2026-09-24spend $0–992,000–2,999 impressions
GRITS & GRACE: OUR FIRST INVITED GUEST ANNOUNCEMENT! 🎙️
The conversation is getting started.
Sheriff Reginald B. Scandrett and the Henry County Sheriff’s Office are pleased to announce The Honorable Keisha Lance Bottoms, former Mayor of Atlanta and author of The Rough Side of the Mountain: A Memoir, as an invited guest for Grits & Grace: Let’s Talk.
From public service to the deeply personal journey she shares in her memoir, this fireside conversation will go beyond titles and headlines to talk about leadership, life, resilience, community and the experiences that shape us.
📅 Monday, October 12 | 10 AM
Grits & Grace is part of National Faith & Blue Weekend and is designed to bring people together for real conversation around Community. Climate. Concerns.
And this is only the beginning. More invited guest announcements are coming.
🎟️ Registration is required. Secure your seat today at HCSOFoundation.org.
#GritsAndGrace #LetsTalk #FaithAndBlue #HenryCounty #HCSO #CommunityConversation
Paid for by The Georgia Democratfrom 2026-09-07 to 2026-09-152 variantsspend $0–1984,100–5,998 impressions
🚨 Georgia Republican gubernatorial nominee Rick Jackson pledged at a July rally in Marietta that, if elected governor, he would push the Georgia General Assembly to match the federal Trump Account contribution with an additional $1,000 per child. The remarks were made at a Wheeler High School event in Cobb County where President Donald Trump also appeared. Footage of the pledge was posted to X by USA First Lab.
Jackson's exact words, confirmed by the Daily Signal: "I want to announce, when I become governor, I'm going to push the state of Georgia to match the federal contribution with another $1,000. I believe our Legislature will approve that." Jackson added that if the legislature does not approve the match, he would personally donate the $1,000 himself, a claim that carries weight given he has poured more than $100 million of his own money into his campaign.
The federal Trump Accounts program, created under the One Big Beautiful Bill Act signed by President Trump on July 4, 2025, seeds a $1,000 investment account for every U.S. citizen child born between January 1, 2025, and December 31, 2028. Funds grow tax-deferred in low-cost U.S. stock index funds until the child turns 18. No state matching proposal has been formally introduced in the Georgia General Assembly, and legislative leaders have not publicly committed to backing one.
Jackson, founder of Jackson Healthcare and the Republican nominee for the 2026 gubernatorial race, will face Democratic former Atlanta Mayor Keisha Lance Bottoms in the general election. His state match proposal remains a campaign commitment contingent on winning the governorship and securing legislative approval. Would a state match make Trump Accounts more impactful for Georgia families? 👇
#Georgia #RickJackson #TrumpAccounts #GeorgiaGovernor #GeorgiaPolitics #Breaking
Paid for by The Georgia Democratfrom 2026-08-25 to 2026-09-022 variantsspend $0–1982,000–3,998 impressions
More than 100 Georgia Sheriffs are reportedly backing Republican Rick Jackson’s Gubernatorial bid.
Jackson is currently in a closely contested race against former Atlana Mayor Keisha Lance Bottoms.
Do you think this will have an impact on the race? 👇
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it ran mostly in GA 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 GA'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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