Illinois Governor 2026: the ads, and who's paying for them
JB Pritzker (Democrat), Darren Bailey (Republican) and Collin Corbett (independent) are the candidates for governor of Illinois in the November 3, 2026 general election. JB Pritzker is the incumbent. Semblen has analyzed 42 ads in this race; 18 used at least one manipulation technique, most often name calling and loaded language.
JB Pritzker (DEM, incumbent), Darren Bailey (REP), Collin Corbett (IND).
On the ballot as listed by Illinois State Board of Elections, Candidate List, General Election 11/3/2026. 42 ads analyzed, 18 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. 1 ad from other advertisers shown separately below.
18 of 40 (45%) flagged · Name Calling (17), Loaded Language (16), Appeal to Prejudice (10)
YouTube
0 of 2 flagged
Reported Meta spend
$482,300–613,621 on all ads, $368,800–460,713 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“extreme ideas” — Name Calling, paid for by JB for Governor
· 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): 43% 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.
extremein 7 ads· e.g. “too extreme for Illinois”, “extreme ideas”
ideain 3 ads· e.g. “extreme ideas”, “dangerous ideas”
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Money in this race
Candidates for governor report their fundraising to Illinois's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
42 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Republican Leader ENDORSES JB Pritzker: “I’m Not Going to Waste My Vote.”
Paid for by JB Pritzkervideo · 1:09from 2026-10-05
Hello, I'm Jim Durkin. I'm a Republican and I've been a leader in the Republican Party for many years. I believe in responsible fiscal stewardship, fairness, and respect for all.
I proudly served Illinois in the General Assembly for over two decades as a representative and as the House Republican Leader for a decade. We have two choices for governor this November, J.B. Pritzker or my former colleague Darren Bailey who served under me.
It's unfortunate, but I cannot cast my vote for my party's nominee. I served with Darren Bailey in Springfield and I know what he is and isn't capable of. Bailey stands for exclusion over inclusion and his politics are of subtraction over addition.
His politics don't work for me nor the Republican Party I know. He's never accomplished anything for Illinois and he's not cut out for the job. Frankly, he cannot be trusted to lead our state.
I may not agree with J.B. on everything, but he's a good person and he has delivered on matters important to me and to the state. Things like common sense firearm regulation, 12 credit upgrades, and investing in our state's infrastructure.
In this election, I'm not going to waste my vote. I'm voting for Governor J.B. Pritzker.
no techniques found
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 Concerned Parents NFPfrom 2026-10-05 to 2026-10-062 variantsspend $0–1981,100–2,998 impressions
The former Illinois House “Republican” leader is endorsing JB Pritzker over Darren Bailey, in a video the Pritzker campaign put out, while still calling himself a “Republican.” Spare me.
This is what happens when we let RINOs into the party, and why I scream about it. They take the union money. They take the lobbyist money. They cut the deals. They vote with Democrats. They buddy up in Springfield. They are controlled opposition. Then, when it pays, they rip the mask off. Durkin is a massive RINO, and he just showed his face again.
I warned everyone about him a month ago: https://dupagepolicyjournal.com/op-ed-jim-durkin-s-record-of-failure-speaks-louder-than-his-latest-attack
He now works as a Springfield lobbyist, and this endorsement is an effort to tighten his ties to the Democratic establishment and fatten his wallet. If Jim wants to campaign for Pritzker, own it. Stop pretending you are still one of us. We are not too stupid to see it, and it is offensive that you think we are.
I respect a Democrat more than I respect a RINO. At least a Democrat tells you who he is. There is nothing I hate more than a faker RINO, a coyote in sheep’s clothing.
Kristina McCloy, Concerned Parents Illinois
Name Calling: The term 'RINOs' is a derogatory label used to discredit members of the party rather than address their arguments — for example: RINOs and massive RINO.
Appeal to Prejudice: The framing of 'letting RINOs into the party' invokes in-group/out-group identity, implying true party members must exclude these people — for example: we let RINOs into the party and They vote with Democrats.
Loaded Language: The phrase 'take the union money' is emotionally charged, implying corruption and improper influence without providing evidence — for example: take the union money, take the lobbyist money and cut the deals.
Repetition: The structure 'They take' is repeated across sentences 2 and 3 as a rhetorical device to hammer home accusations — for example: They take.
Conspiracy Appeal: 'Controlled opposition' implies a hidden, coordinated sinister plot where these individuals are secretly working against the party — for example: controlled opposition and when it pays, they rip the mask off.
Exaggeration/Hyperbole: The word 'massive' is an extreme overstatement used to amplify the negative label — for example: massive RINO
Name Calling
Appeal to Prejudice
Loaded Language
Repetition
Conspiracy Appeal
Exaggeration/Hyperbole
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Darren Baileyvideo · 0:41from 2026-10-02
Every year magnificent creatures migrate in search of a better home. But here in Illinois, something unusual is happening. The Bears are leaving.
After years of failed stadium negotiations, J.B. Pritzker has let one of Illinois' most iconic institutions slip across the border. Darren Bailey believes that a governor should fight to keep Illinois jobs, investment, and traditions in Illinois.
And when it comes to the Monsters of the Midway, Bailey will fight to bring them back to the table and keep them in Illinois. Because the Chicago Bears were never meant to migrate.
no techniques found
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.
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Paid for by JB for Governorfrom 2026-09-30spend $2,000–2,49950,000–59,999 impressions
Time is running out! Return your mail-in ballot today to vote for JB Pritzker. Simply fill out your ballot, sign it, seal it, and drop it in the mailbox.
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 JB for Governorfrom 2026-09-254 variantsspend $700–1,096112,000–133,996 impressions
Darren Bailey does not just suck up to Trump. He’s in love with all of MAGA. “American Greatness” said Bailey takes a “Trumpian approach to political office.” He supported Trump’s harmful tariffs, and stayed quiet as prices continued to rise. Illinois deserves better.
Loaded Language: The phrase 'suck up to' is a derogatory, emotionally charged expression used to demean Bailey's relationship with Trump rather than describe it factually — for example: suck up to Trump, in love with all of MAGA and harmful tariffs.
Name Calling: Labeling Bailey as aligned with 'MAGA' is used as a derogatory label to discredit him rather than engage with his policy positions — for example: 'all of MAGA'
Card Stacking: The sentence selectively presents Bailey's support for tariffs and silence on prices as damning, omitting any context or counterarguments about the tariff policy or Bailey's actual statements — for example: 'supported Trump's harmful tariffs, and stayed quiet as prices continued to rise'
Glittering Generalities: The phrase 'Illinois deserves better' uses vague, emotionally positive language implying a noble standard without specifying what 'better' means or what alternative is being proposed — for example: 'Illinois deserves better'
Loaded Language
Name Calling
Card Stacking
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 JB for Governorfrom 2026-09-254 variantsspend $9,200–10,896795,000–954,996 impressions
From scandal to scandal, conspiracy to conspiracy, Darren Bailey has always stuck by MAGA’s side. Whether supporting Trump’s tariffs that have caused costs to skyrocket, or agreeing with his extreme immigration enforcement policies, Darren Bailey will always choose Mar-A-Lago over you.
Repetition: The parallel structure 'from scandal to scandal, conspiracy to conspiracy' repeats loaded negative words to reinforce a damaging image of Bailey — for example: 'scandal to scandal, conspiracy to conspiracy'
Name Calling: The label 'MAGA' is used as a derogatory political tag to discredit Bailey by association rather than addressing his positions on their merits — for example: 'stuck by MAGA's side'
Loaded Language: Words like 'scandal' and 'conspiracy' are emotionally charged terms chosen to trigger a negative reaction toward Bailey rather than convey specific factual information — for example: scandal, conspiracy and skyrocket.
Black-and-White Fallacy: The sentence frames Bailey's choices as binary: either Mar-A-Lago (Trump/elites) or 'you' (the voter), leaving no room for nuance or alternative interpretations of his positions — for example: 'will always choose Mar-A-Lago over you'
Appeal to Prejudice: The phrase 'choose Mar-A-Lago over you' exploits in-group/out-group identity by implying Bailey sides with wealthy elites against ordinary voters — for example: 'choose Mar-A-Lago over you'
Card Stacking: The sentence presents only negative consequences of Trump's tariffs ('costs to skyrocket') and labels immigration enforcement as 'extreme' without acknowledging any counterarguments or alternative perspectives — for example: 'tariffs that have caused costs to skyrocket'
Repetition
Name Calling
Loaded Language
Black-and-White Fallacy
Appeal to Prejudice
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 JB for Governorfrom 2026-09-252 variantsspend $300–49860,000–69,998 impressions
Darren Bailey loves Trump and his cronies more than he loves Illinois. From defending Trump’s tariffs to spending time at Mar-A-Lago, Darren Bailey is married to MAGA.
Name Calling: The word 'cronies' is a derogatory label used to discredit Trump and his associates rather than address their policies — for example: cronies
Appeal to Prejudice: The framing implies Bailey is disloyal to Illinois residents by prioritizing an out-group (Trump/MAGA), exploiting in-group identity to trigger resentment — for example: loves Trump and his cronies more than he loves Illinois
Loaded Language: The phrase 'married to MAGA' uses emotionally charged language to imply an extreme, unbreakable ideological allegiance meant to trigger a negative reaction — for example: married to MAGA
Card Stacking: Selectively presents two specific behaviors (defending tariffs, visiting Mar-A-Lago) as conclusive proof of total ideological capture while omitting any other context about Bailey's positions — for example: From defending Trump's tariffs to spending time at Mar-A-Lago
Name Calling
Appeal to Prejudice
Loaded Language
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 Illinois Republican Partyfrom 2026-09-24spend $500–59915,000–19,999 impressions
Higher costs. More spending. More of the same from JB Pritzker. If you've had enough, add your name and stand with Illinoisans who are ready for a change.
Name Calling: Using the politician's name in a dismissive, reductive framing ('more of the same') to discredit him without substantive argument — for example: "More of the same from JB Pritzker".
Bandwagon Appeal: Pressures the reader to join a group ('Illinoisans who are ready for a change') implying that many people have already taken a side and the reader should conform — for example: 'stand with Illinoisans'
False Urgency: The phrase 'if you've had enough, add your name' creates an implicit call to immediate action to prevent further deliberation — for example: 'add your name'
Name Calling
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 State Rep. Bill Hauterfrom 2026-09-24 to 2026-09-29spend $0–991,000–1,999 impressions
Gov Pritzker just said that “Democrats always clean up Republican’s messes”
The mess is all yours Governor...and your Democrat supermajority.
Vote Republican for a Change
We will clean up their messes
Illinois House Republicans
Illinois Republican Party
Darren Bailey
Loaded Language: The word 'mess' is an emotionally charged, derogatory term used to characterize a political situation negatively rather than describe it factually — for example: 'The mess is all yours'
Name Calling: Using 'Democrat' as an adjective rather than 'Democratic' is a well-documented rhetorical device used to demean and delegitimize the opposing party — for example: 'your Democrat supermajority'
Glittering Generalities: The word 'Change' is used as a vague, emotionally positive rallying concept without specifying what will actually change — for example: 'Vote Republican for a Change'
Appeal to Prejudice: The phrase 'their messes' creates an in-group/out-group dynamic, implying the opposing group is responsible for problems while the in-group will fix them — for example: 'clean up their messes'
Loaded Language
Name Calling
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 for by JB for Governorfrom 2026-09-242 variantsspend $16,000–21,9981,050,000–1,199,998 impressions
Illinois earned its 12th credit rating upgrade since I took office. Better credit equals lower interest costs, which means less waste of taxpayer dollars – and more money back to working families.
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 JB for Governorfrom 2026-09-242 variantsspend $2,200–2,798300,000–374,998 impressions
Since Governor JB Pritzker took office in 2019, Illinois has earned 12 credit rating upgrades. This means lower interest rates for the state and millions of dollars in savings for Illinois’ taxpayers.
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 JB for Governorfrom 2026-09-217 variantsspend $1,500–2,193153,000–188,993 impressions
Darren Bailey has stood behind Trump while his tariffs and war in Iran cost Illinois families billions of dollars. In return, Trump is now endorsing Bailey for governor.
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 JB for Governorfrom 2026-09-2111 variantsspend $46,400–61,0895,460,000–5,094,990 impressions
Citing “good fiscal management” under Governor JB Pritzker’s leadership, Illinois has received its 12th credit rating upgrade since Pritzker took office in 2019.
no techniques found
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Name Calling: The phrase 'Darren Bailey's school' is used as a derogatory label implying that Bailey is responsible for some negative or embarrassing content, discrediting him without addressing any argument — for example: "Darren Bailey's school".
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 JB for Governorfrom 2026-09-219 variantsspend $3,700–4,991409,000–471,991 impressions
Since Governor JB Pritzker took office in 2019, Illinois has now earned 12 credit rating upgrades. This means lower interest rates for the state and millions of dollars in savings for Illinois’ taxpayers.
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 JB for Governorfrom 2026-09-217 variantsspend $4,100–5,593505,000–614,993 impressions
Darren Bailey has stood behind Trump every step of the way - even as his tariffs and war in Iran cost Illinois families billions of dollars. Trump even called him an "outstanding warrior" for supporting his agenda.
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 JB for Governorfrom 2026-09-217 variantsspend $12,200–14,4931,465,000–1,729,993 impressions
Darren Bailey has extreme ideas and he wants to bring those extreme ideas into classrooms across Illinois. He even founded a school that teaches a curriculum that says evolution isn't real and that slave owners were kind to their slaves.
Loaded Language: The word 'extreme' is used twice as an emotionally charged label to trigger a negative reaction rather than describe specific policy positions — for example: 'extreme ideas'
Repetition: The phrase 'extreme ideas' is deliberately repeated within a single sentence to reinforce a negative association through familiarity — for example: 'extreme ideas and he wants to bring those extreme ideas'
Appeal to Fear: The sentence invokes alarming claims about curriculum content — denial of evolution and a benign portrayal of slavery — to provoke fear and outrage about the subject's influence on children — for example: 'teaches a curriculum that says evolution isn't real and that slave owners were kind to their slaves'
Card Stacking: The sentence presents two extraordinary and unverified claims about the school's curriculum without sourcing or qualification, stacking them together to maximise negative impression while omitting any context or counterevidence — for example: 'evolution isn't real and that slave owners were kind to their slaves'
Loaded Language
Repetition
Appeal to Fear
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 JB for Governorfrom 2026-09-107 variantsspend $35,500–44,4934,550,000–2,974,995 impressions
The school that Darren Bailey founded and operated teaches dangerous ideas about slavery. We can’t let Darren Bailey run our schools or our state. His ideas are way too extreme.
Loaded Language: The word 'dangerous' is emotionally charged and designed to trigger fear rather than describe the ideas factually — for example: 'dangerous ideas'
Appeal to Fear: The sentence creates anxiety about Bailey gaining power over schools and the state to pressure the audience into opposing him — for example: 'We can't let Darren Bailey run our schools or our state'
Black-and-White Fallacy: The sentence implies the only options are allowing Bailey to run things or stopping him entirely, with no nuance or middle ground — for example: 'We can't let Darren Bailey run our schools or our state'
Name Calling: Labeling Bailey's ideas as 'way too extreme' is a dismissive label used to discredit him without engaging with the substance of his positions — for example: 'His ideas are way too extreme'
Loaded Language
Appeal to Fear
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 JB for Governorfrom 2026-09-107 variantsspend $5,500–6,993755,000–904,993 impressions
This is real: the curriculum used by the school that Darren Bailey founded and operated—teaches that humans and dinosaurs lived on earth together. Darren Bailey’s prehistoric ideas have no place in Illinois 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 JB for Governorfrom 2026-09-1014 variantsspend $177,200–216,8868,925,000–4,524,991 impressions
Darren Bailey has some extreme ideas: Women are inferior to men, dinosaurs and humans lived at the same time, and there should be zero regulations when it comes to gun ownership. Darren Bailey is too extreme for our kids and he’s too extreme to lead Illinois.
Name Calling: The word 'extreme' is used as a derogatory label to discredit Bailey rather than engage with his positions substantively — for example: extreme ideas, too extreme for our kids and too extreme to lead Illinois.
Loaded Language: The term 'extreme' is emotionally charged and chosen to trigger a negative reaction rather than neutrally describe his positions — for example: 'extreme ideas'
Repetition: The phrase 'too extreme' is repeated twice within a single sentence to reinforce the negative label through familiarity — for example: 'too extreme for our kids and he's too extreme to lead Illinois'
Appeal to Fear: Invoking children as potential victims of Bailey's leadership creates anxiety to override rational evaluation of his candidacy — for example: 'too extreme for our kids'
Name Calling
Loaded Language
Repetition
Appeal to Fear
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Illinois Policyfrom 2026-09-04 to 2026-09-2911 variantsspend $10,500–13,589162,000–196,989 impressions
Illinois Gov. JB Pritzker is proposing the largest toll increase in state history. A 45-cent hike on passenger tolls — about $225 a year for a typical Lake County commuter.
He controls the board that votes on it. You don't.
You do control whether you show up in November. Complete the Lake County ballot request form and your ballot comes to you automatically, every election.
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 Bailey for Illinoisfrom 2026-09-04 to 2026-09-076 variantsspend $1,600–2,194485,000–569,994 impressions
Hyatt heir J.B. Pritzker spent his career enjoying the benefits of capitalism. Now that the White House is in sight, suddenly Bernie Sanders’s socialist crowd isn’t so bad.
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts.
Name Calling: The phrase 'socialist crowd' is used as a derogatory label to discredit Bernie Sanders and his supporters rather than engage with their policy positions — for example: 'socialist crowd'
Appeal to Prejudice: The framing implies Pritzker is being opportunistic by associating with an out-group ('socialist crowd') that the intended audience is expected to view negatively, exploiting in-group/out-group identity dynamics — for example: 'Bernie Sanders's socialist crowd'
Loaded Language
Name Calling
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Illinois Policyfrom 2026-09-04 to 2026-09-269 variantsspend $3,700–4,59150,300–74,991 impressions
Illinois Gov. JB Pritzker is proposing the largest toll increase in state history.
The vote happens on an appointed board, on a timeline almost nobody is tracking. There's no public vote to stop it.
The next time you get a say, make sure it comes to your kitchen table. Order your Lake County mail ballot 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 JB for Governorfrom 2026-09-022 variantsspend $10,000–11,498750,000–874,998 impressions
Illinois is moving forward—but Darren Bailey wants to take us backward. Bailey is simply too extreme for Illinois. He supported banning books from schools, opposed capping healthcare costs, and would eliminate background checks for gun purchases. Illinois deserves leaders who keep our state moving forward.
Black-and-White Fallacy: The sentence frames the political situation as a binary: either moving forward or going backward, leaving no room for nuance or alternative positions — for example: 'moving forward—but Darren Bailey wants to take us backward'
Loaded Language: The phrase 'take us backward' is emotionally charged, implying regression and harm without specific factual grounding — for example: 'take us backward'
Name Calling: The label 'too extreme' is used as a derogatory tag to discredit Bailey rather than engage with his specific positions — for example: 'Bailey is simply too extreme for Illinois'
Card Stacking: The sentence selectively lists only negative positions attributed to Bailey without providing context, nuance, or any counterbalancing information — for example: 'supported banning books from schools, opposed capping healthcare costs, and would eliminate background checks'
Glittering Generalities: The phrase 'keep our state moving forward' is vague and emotionally positive but carries no specific policy meaning, functioning as rhetorical flourish — for example: 'leaders who keep our state moving forward'
Repetition: The phrase 'moving forward' is repeated from sentence 1 to sentence 4 as a deliberate rhetorical device to reinforce a positive contrast with Bailey — for example: "moving forward", "moving forward".
Black-and-White Fallacy
Loaded Language
Name Calling
Card Stacking
Glittering Generalities
Repetition
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 IL 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.
Chicago Impact News: news-style page
Paid for by Chicago Impact Newsfrom 2026-09-11 to 2026-09-23spend $100–19920,000–24,999 impressions
DuPage County can now invest directly in affordable and missing-middle housing after Gov. JB Pritzker signed the NITA Act. The law also confirmed that DuPage's previously approved capital projects survived the state's nearly $56 billion FY2027 budget process, so existing funding keeps flowing instead of expiring. See what it means for the county.
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it ran mostly in IL 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 IL's Senate nominees, in which case it is on the Senate race's page. Ads from outside groups appear alongside the campaigns' own.
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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.
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