Maryland Governor 2026: the ads, and who's paying for them
Wes Moore (Democrat), Dan Cox (Republican), Andy Ellis (Green) and Cathy White (Working Class) are the candidates for governor of Maryland in the November 3, 2026 general election. Wes Moore is the incumbent. Semblen has analyzed 34 ads in this race; 21 used at least one manipulation technique, most often glittering generalities and loaded language.
Wes Moore (DEM, incumbent), Dan Cox (REP), Andy Ellis (GRE), Cathy White (WCP).
On the ballot as listed by Maryland State Board of Elections, 2026 certified general election ballot. 34 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.
5 of 6 flagged · Glittering Generalities (3), Loaded Language (3), Appeal to Prejudice (2)
Reported Meta spend
$4,100–23,603 on all ads, $2,500–14,776 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“put our students, educators, and schools first” — Glittering Generalities, paid for by The MSEA Fund for Children and Public Education
· 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): 44% 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.
MAGAin 3 ads· e.g. “MAGA extremist Dan Cox”, “MAGA allies”
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Money in this race
Candidates for governor report their fundraising to Maryland's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
34 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Showing the 16 ads paid for by Wes Moore for Maryland. Show all 34 ads
Paid for by Wes Moore for Marylandfrom 2026-10-068 variantsspend $300–1,0927,300–14,092 impressions
🚨BREAKING: President Trump just barred me from speaking at an event in Baltimore.
I was going to announce thousands of new, good-paying jobs for Marylanders – something that should be worth celebrating, regardless of party.
This should have been a moment focused on what we’ve delivered for Maryland. Instead, Trump made it about himself.
I’m never going to let Donald Trump stand in the way of the work we’re doing, but I need supporters like you with me in this fight. My opponent is Trump’s hand-picked candidate in Maryland, and the resources we have right now will determine who wins in November.
Will you chip in $5, $10, or whatever you can today to help me fight back?
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 Wes Moore for Marylandfrom 2026-10-068 variantsspend $0–792400–4,392 impressions
Let me be clear: I will not bow down to anyone.
President Trump barred me from speaking at an event in Baltimore announcing a new manufacturing facility – a project that will create thousands of good-paying jobs for Marylanders.
Why? Because I’ve never been afraid to stand up to him when his agenda hurts the people I was elected to serve.
Trump can play political games all he wants. He can try to shut me out. But he cannot stop the progress we’re making here in Maryland – and he certainly can’t intimidate me into silence.
I’m going to keep standing up for Maryland no matter who comes after me. If you’re with me, can you chip in to help me keep fighting?
Glittering Generalities: The phrase 'the people I was elected to serve' invokes vague noble ideals of democratic duty and public service without specifying any concrete policy or action — for example: 'the people I was elected to serve'
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 Wes Moore for Marylandfrom 2026-10-0512 variantsspend $400–1,5886,500–14,388 impressions
Wes here. I just got some tough news from my finance team.
We’re falling short of where we need to be to fund our plans through Election Day. And with just a few weeks left to reach critical voters, I’m not willing to cut back our outreach efforts when it matters most.
I’m counting on grassroots supporters like you to help us close the gap. Will you chip in $5, $10, or whatever you can to support my re-election in Maryland?
no techniques found
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 Wes Moore for Marylandfrom 2026-09-30 to 2026-09-309 variantsspend $0–8911,700–9,091 impressions
Hey, it’s Governor Wes Moore.
Every few months, campaigns like mine face a big test: Our end-of-quarter fundraising deadline.
This is our final end-of-quarter deadline before Election Day and we’re tracking behind our $100,000 goal. Significantly behind.
If we fall short of our goal, Dan Cox and his MAGA allies will seize on it as proof they can outspend us, flip this seat, and roll back the progress we’ve made together.
But if we rise to the challenge, it proves Marylanders and folks around the country are ready to keep leading the way — with a campaign powered by people, not PACs.
So, can I count on you to donate $10 today to help us finish this quarter strong? Thank you.
Appeal to Prejudice: The phrase invokes in-group identity by framing 'Marylanders and folks around the country' as a unified people-powered movement, implying a contrast with PAC-backed insiders — for example: Marylanders and folks around the country are ready to keep leading the way
Glittering Generalities: Vague, emotionally positive framing around 'leading the way' and 'powered by people' evokes noble ideals without substantive meaning — for example: a campaign powered by people, not PACs
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 Wes Moore for Marylandfrom 2026-09-30 to 2026-10-0212 variantsspend $0–1,188400–4,788 impressions
📺 Help keep our ads on air!
We just released our first ad of the general election highlighting our first-in-the-nation law to ban grocery stores from using YOUR data against you to charge higher prices for food.
Now it’s time to get this message in front of the voters we need to win this November and make sure they know we’re fighting to lower costs for working families here in Maryland.
But TV ads are expensive, and we need your help to stay on air. Will you chip in $5, $10, or whatever you can right 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 Wes Moore for Marylandfrom 2026-09-30 to 2026-10-0212 variantsspend $0–1,188400–4,788 impressions
▶️ Have you seen our latest ad?
Our first ad of the general election is officially on air. With Election Day right around the corner, it’s critical that we keep this message on voters’ screens and show Marylanders exactly how we’re fighting to lower costs for working families before they cast their ballots.
Will you pitch in right now to keep us on air?
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 Wes Moore for Marylandfrom 2026-09-23 to 2026-09-2511 variantsspend $0–1,089300–3,789 impressions
I’m proud of what we’ve accomplished in Maryland – but we’re just getting started. Will you chip in to support my re-election and invest in the future we’re building together?
Glittering Generalities: Vague positive framing about accomplishments without specifying what was achieved, using emotionally resonant but substanceless language — for example: what we've accomplished and the future we're building together.
Bandwagon Appeal: The phrase 'building together' implies a collective movement the reader should join, subtly pressuring conformity through a sense of shared momentum — for example: 'invest in the future we're building together'
Glittering Generalities
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Wes Moore for Marylandfrom 2026-09-23 to 2026-09-2512 variantsspend $0–1,188200–2,988 impressions
Investing in our movement is worth the money. Here’s why:
Your support in our movement so far has helped us raise the minimum wage, lower taxes for the middle class, deliver paid family and medical leave, and cut red tape to help businesses open and succeed.
But Dan Cox and his MAGA allies will stop at nothing to make me a one-term governor. They're ready to tear back all of the progress that we've made together. I need your help to make sure that they don't succeed.
Will you chip in $10 today so we can continue building a better future?
Name Calling: The label 'MAGA allies' is used as a derogatory political tag to discredit opponents rather than address their arguments — for example: MAGA allies
Loaded Language: The phrase 'stop at nothing' implies extreme, ruthless behavior designed to trigger an emotional reaction — for example: stop at nothing and tear back all of the progress.
Appeal to Fear: The sentence warns that all progress will be reversed, creating anxiety about dire consequences if opponents succeed — for example: tear back all of the progress that we've made together
False Urgency: The call for help framed around preventing opponents from succeeding implies an urgent, time-sensitive need to act — for example: I need your help to make sure that they don't succeed
Name Calling
Loaded Language
Appeal to Fear
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 Wes Moore for Marylandfrom 2026-09-22 to 2026-09-255 variantsspend $0–495500–4,995 impressions
Our campaign just reached a huge milestone: 50,000 donors.
We got here because people like you stepped up and chipped in whatever they could, a few bucks at a time.
That’s how we’ve built this campaign from day one – together. We don’t rely on special interests or billionaires writing big checks. We rely on grassroots donors like you.
With Election Day right around the corner, we want to grow this grassroots team to 75,000 donors before November. Will you chip in today and be one of the 25,000 supporters that gets us there?
Glittering Generalities: The word 'together' is used as a vague, emotionally positive term to evoke unity and solidarity without substantive meaning — for example: together
Appeal to Prejudice: Contrasts 'us' (the campaign) against an out-group of 'special interests or billionaires' to foster in-group identity and distrust of elites — for example: special interests or billionaires writing big checks
Bandwagon Appeal: Frames the reader as part of a collective 'grassroots donors' movement, implying that ordinary people are already participating and the reader should identify with and join them — for example: grassroots donors like you
Glittering Generalities
Appeal to Prejudice
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Wes Moore for Marylandfrom 2026-09-22 to 2026-09-255 variantsspend $0–4951,400–5,995 impressions
Let me tell you about Jane.
She recently became the 50,000th person to donate to our campaign. That’s a milestone I’m incredibly proud of, not for the number itself, but because of what it represents: 50,000 people who believe in the future we’re building in Maryland.
We’ve made a lot of progress over the past four years – but we’re not done yet. Our next goal is 75,000 donors before Election Day.
Will you join Jane and chip in to support my re-election 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 Wes Moore for Marylandfrom 2026-09-16 to 2026-09-1821 variantsspend $0–2,079900–10,179 impressions
I’m personally picking up the phone to say thank you to my supporters for standing with me in the fight for Maryland’s future.
Every single contribution to this campaign shows that supporters like you believe in what we’re building together – and that you’re with us as we take on MAGA extremist Dan Cox this November.
Will you chip in $5, $10, or whatever you can today to support my re-election in Maryland? You might just end up on a list of supporters I FaceTime to say thank you!
Name Calling: Dan Cox is labeled 'MAGA extremist' to discredit him through a derogatory label rather than addressing his positions — for example: MAGA extremist Dan Cox
Bandwagon Appeal: The phrase implies that contributing places the reader among a group of believers, pressuring conformity through collective identity — for example: supporters like you believe in what we're building together
Black-and-White Fallacy: The framing implies you are either 'with us' taking on Cox or not, presenting a binary choice with no middle ground — for example: you're with us as we take on MAGA extremist Dan Cox
False Urgency: The reference to 'this November' creates a time-bound pressure to act now before the deadline passes — for example: this November
Name Calling
Bandwagon Appeal
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.
Paid for by Wes Moore for Marylandfrom 2026-09-16 to 2026-09-188 variantsspend $0–792300–3,492 impressions
📞 Ring ring ... Wes is calling!
Our campaign is fueled by grassroots supporters like you who believe in our mission and are willing to power our work with a contribution. This campaign wouldn’t be possible without you, so Wes is FaceTiming a few supporters to say thank you!
Want a chance to get a call from Wes and tell him what’s on your mind? Chip in any amount right now, and you might hear from him 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 Wes Moore for Marylandfrom 2026-08-03 to 2026-08-0624 variantsspend $0–2,3762,100–14,176 impressions
Hey, it’s Wes. I’ll keep this short.
I’m up against MAGA extremist Dan Cox this November, and national Republicans are preparing to spend millions, flip this seat, and roll back our progress.
I’m counting on grassroots donors like you to help me fight back. Can you rush a donation right now and help build the strength we’ll need to win this race?
Name Calling: The label 'MAGA extremist' is used to discredit Dan Cox rather than address his policy positions — for example: MAGA extremist Dan Cox
Appeal to Fear: The sentence warns of millions being spent to 'flip this seat' and 'roll back our progress,' creating anxiety about dire consequences to motivate action — for example: national Republicans are preparing to spend millions, flip this seat, and roll back our progress
Loaded Language: The word 'extremist' is emotionally charged and chosen to trigger a negative reaction rather than convey a factual description — for example: MAGA extremist
Name Calling
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 Wes Moore for Marylandfrom 2026-07-30 to 2026-08-047 variantsspend $0–6931,300–5,293 impressions
From lowering costs for working families to making our communities safer, Wes Moore has spent the last four years ensuring no Marylander gets left behind.
We’re entering the toughest stretch of this campaign, and the next few months won’t be easy. That’s why we’re counting on supporters like you to stand with Wes as he takes on Dan Cox, national Republicans, and the millions they’ll spend trying to roll back our progress.
Make a donation today, and we’ll send you a Wes Moore sticker as a thank you for standing with Wes.
Glittering Generalities: The sentence uses vague, emotionally positive phrases that sound noble but lack specific policy substance — for example: 'lowering costs for working families', 'making our communities safer', 'no Marylander gets left behind'
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 Wes Moore for Marylandfrom 2026-07-30 to 2026-08-0312 variantsspend $0–1,1881,800–10,288 impressions
Dan Cox and the right-wing media behind him are gearing up to come after Wes Moore and all that he’s accomplished for Maryland.
We know where they stand. But now, you have a chance to show how strong this movement opposing them can be.
We’re sending out Wes Moore stickers to grassroots supporters who donate any amount right now. Wes has stood strong in the fight to leave no one behind. If you want to show your support for the Moore-Miller re-election campaign, then don’t miss out.
Chip in any amount to help us keep up the fight, and we’ll mail you a sticker to say thanks!
Name Calling: The label 'right-wing media' is used as a derogatory descriptor to frame the opposition negatively rather than addressing specific arguments — for example: right-wing media
Conspiracy Appeal: The phrase 'behind him' implies a shadowy coordinated network operating in support of Cox, suggesting hidden orchestration rather than open political activity — for example: the right-wing media behind him
Appeal to Fear: The phrase 'come after Wes Moore and all that he's accomplished' frames the political opposition as a threatening attack on achievements, creating anxiety about what may be lost — for example: gearing up to come after Wes Moore
Name Calling
Conspiracy Appeal
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 Wes Moore for Marylandfrom 2026-07-30 to 2026-08-039 variantsspend $0–8913,300–9,291 impressions
Dan Cox and national Republicans will stop at nothing and spend everything to flip Maryland red. We’re counting on grassroots supporters like you to stand up and show your support for Wes before Election Day.
Chip in any amount to Wes’ re-election effort, and we’ll send you an exclusive Wes Moore campaign sticker!
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 MD 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 MD'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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