Susan Collins (REP, incumbent), Andrea Laflamme (DEM), Carmem Vincent Calabrese (REP), Carmen Vincent Calabrese (REP), Daira Rodriguez (DEM), Dan Kleban (DEM), David Alan Evans (IND), David Costello (DEM), Graham Platner (DEM), Janet Trafton Mills (DEM), Jordan Wood (DEM), Paige Loud (DEM), Phillip Rench (IND), Shenna Bellows (DEM), Tucker Favreau (DEM).
233 ads analyzed, 74 with at least one technique in the copy.
Newest first. The paid-for-by line is the advertiser's own filing.
Findings
As of 2026-09-23. Counts are of distinct ads; the same text run many times is one ad.
Ads analyzed
233 (Meta 208, YouTube 25) · started running between 2026-07-21 and 2026-09-22
With at least one technique
74 of 233 (32%)
Most common techniques
Loaded Language · 45 adsGlittering Generalities · 42 adsAppeal to Prejudice · 37 ads
Meta
59 of 208 (28%) flagged · Glittering Generalities (36), Loaded Language (30), Appeal to Prejudice (28)
YouTube
15 of 25 (60%) flagged · Loaded Language (15), Card Stacking (11), Name Calling (11)
Reported Meta spend
$97,700–193,420 on all ads, $71,500–121,647 on flagged ads · Meta reports ranges; these are the sums of their ends
From FEC filings for 2025–26. Outside spending is money a group spends on its own about a candidate — TV and online ads, mail, canvassing. It is not a donation to the campaign, and the candidate does not control it. Supporting means it was spent to help that candidate win; Opposing means it was spent to defeat them, usually on attack ads. Groups report it within 24 or 48 hours as the election nears. Raised is the campaign's own fundraising, as of its latest quarterly report. Largest donors come from each outside spender's own FEC receipts, with each donor's share of its itemized receipts; donors under $100,000 are not named.
Susan Collins (REP, incumbent)
Raised
$16.2M through 2026-06-30individuals $10.5M · PACs $1.2M · party $62K · from the candidate's other committees $4.3M · cash on hand $11.0M
Paid for by Senate Leadership Fundvideo · 0:30from 2026-09-21
On allegations of fraud and wrongdoing >> and corruption in Augusta. >> Another scandal in a disturbing pattern with corrupt politician Troy [music] Jackson. >> Jackson co-sponsored a bill sending millions of taxpayer dollars to his son's lobbying client. [music] >> Special interests paid Jackson's son and Jackson pushed their agenda. Millions more in taxpayer funding. With Troy Jackson, [music] it's pay to play, taxing us to pay them. That's Troy Jackson, corrupted, out for himself. SLF PAC is responsible for the content of this advertising.
Loaded LanguageName CallingRepetitionCard StackingAppeal to FearConspiracy AppealExaggeration/HyperboleAppeal to Prejudice100.0% of sentences flagged
Loaded Language: Uses emotionally charged words like 'fraud', 'wrongdoing', and 'corruption' to prime the audience with negative associations before any evidence is presented — for example: fraud and wrongdoing, corruption and scandal.
Name Calling: Applies the derogatory label 'corrupt politician' directly to Troy Jackson to discredit him rather than address specific facts — for example: corrupt politician and corrupted, out for himself.
Repetition: The word 'corrupt'/'corruption' is used repeatedly across the passage (sentences 1, 2, 7) to make the association feel true through familiarity — for example: corrupt politician and corrupted.
Card Stacking: Presents the co-sponsorship of a bill as inherently corrupt by linking it to his son's lobbying client without providing context, counterarguments, or verification of wrongdoing — for example: 'sending millions of taxpayer dollars to his son's lobbying client'
Appeal to Fear: Implies taxpayer money is being misappropriated to create anxiety about financial harm to the audience — for example: 'millions of taxpayer dollars'
Conspiracy Appeal: Implies a hidden transactional arrangement between shadowy 'special interests' and Jackson, suggesting secret coordination for mutual benefit — for example: 'Special interests paid Jackson's son and Jackson pushed their agenda'
Exaggeration/Hyperbole: The standalone sentence 'Millions more in taxpayer funding' is presented without context or verification, amplifying the impression of massive financial wrongdoing — for example: 'Millions more in taxpayer funding'
Appeal to Prejudice: Uses 'us' versus 'them' framing to create an in-group (taxpayers/audience) versus out-group (Jackson and special interests) dynamic — for example: 'taxing us to pay them'
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.
TROY JACKSON: HIGHER TAXES FOR YOU, UNPAID TAXES FOR HIM
Paid for by Senate Leadership Fundvideo · 0:30from 2026-09-17
Maine families are struggling. [music] Troy Jackson made it worse by raising taxes on low-income Mainers. [music] Jackson voted for higher sales taxes, higher property taxes, even higher income taxes. While raising your taxes, [music] Jackson failed to pay his own taxes for years. Jackson only paid up when he got caught red-handed during [music] his campaign. Higher taxes for you, unpaid taxes for him. Troy Jackson is another phony politician. SLF PAC is responsible for the content of this advertising.
Appeal to FearScapegoatingAppeal to PrejudiceCard StackingRepetitionBlack-and-White FallacyLoaded LanguageName CallingBandwagon Appeal100.0% of sentences flagged
Appeal to Fear: Opens with a sympathetic framing of hardship to prime the audience emotionally before attacking the target — for example: Maine families are struggling.
Scapegoating: Blames Troy Jackson alone for making the struggles of Maine families worse, attributing a complex economic situation to one individual's tax votes — for example: Troy Jackson made it worse by raising taxes on low-income Mainers.
Appeal to Prejudice: Frames the tax increases as specifically targeting 'low-income Mainers,' appealing to in-group identity and class resentment — for example: raising taxes on low-income Mainers and Higher taxes for you, unpaid taxes for him.
Card Stacking: Lists multiple tax increases selectively to build a one-sided case against Jackson without providing context, counterarguments, or the reasons behind the votes — for example: higher sales taxes, higher property taxes, even higher income taxes.
Repetition: The word 'higher' is repeated three times in rapid succession to reinforce the negative impression through familiarity — for example: higher sales taxes, higher property taxes, even higher income taxes and Higher taxes for you, unpaid taxes for him.
Black-and-White Fallacy: Juxtaposes raising taxes on others with failing to pay his own, implying hypocrisy with no nuance or alternative explanation — for example: While raising your taxes, Jackson failed to pay his own taxes for years.
Loaded Language: The phrase 'caught red-handed' is emotionally charged, implying deliberate criminal-like behavior rather than a civil tax matter — for example: got caught red-handed.
Name Calling: Uses the derogatory label 'phony politician' to discredit Jackson rather than engage with his record substantively — for example: Troy Jackson is another phony politician.
Bandwagon Appeal: The word 'another' implies Jackson is just one of many phony politicians, suggesting widespread agreement that politicians like him are fraudulent — for example: another phony politician.
Claims checked
“Jackson failed to pay his own taxes for years.” No authoritative evidence found
Verdict right?
“Jackson only paid up when he got caught red-handed during his campaign.” Checked as: Jackson paid a debt/fine/obligation only after being caught during his campaign.No authoritative evidence found
Verdict right?
“Jackson voted for higher sales taxes, higher property taxes, even higher income taxes.” Checked as: Jackson voted for higher sales taxes, higher property taxes, and higher income taxes.No authoritative evidence found
Verdict right?
“Troy Jackson made it worse by raising taxes on low-income Mainers.” Checked as: Troy Jackson raised taxes on low-income Mainers.No authoritative evidence found
Verdict right?
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Paid for by SLF PACfrom 2026-09-17spend $10,000–14,9991,000,000+ impressions
BREAKING: New details revealed surrounding Troy Jackson’s voting record as Maine Senate President:
- Voted for tax cuts for the top 1%
- Voted for massive tax increases on working Maine families
Read more:
BREAKING: New details revealed surrounding Troy Jackson’s voting record as Maine Senate President:
- Voted for tax cuts for the top 1%
- Voted for massive tax increases on working Maine families
Read more:
Loaded LanguageAppeal to PrejudiceCard Stacking50.0% of sentences flagged
Loaded Language: The phrase 'massive tax increases' uses emotionally charged language to amplify the perceived harm to ordinary people — for example: massive tax increases
Appeal to Prejudice: The contrast between 'top 1%' and 'working Maine families' exploits in-group/out-group identity, framing the vote as benefiting elites at the expense of ordinary local people — for example: working Maine families
Card Stacking: The two bullet points selectively present voting record in the most damaging framing possible, omitting any context, offsetting benefits, or counterarguments that might complicate the picture — for example: Voted for tax cuts for the top 1% / Voted for massive tax increases on working Maine families
Claims checked
“Troy Jackson’s voting record as Maine Senate President” Checked as: Troy Jackson has a voting record as Maine Senate PresidentNo authoritative evidence found
Verdict right?
“Voted for tax cuts for the top 1%” Checked as: Troy Jackson voted for tax cuts for the top 1%No authoritative evidence found
Verdict right?
“Voted for massive tax increases on working Maine families” Checked as: Troy Jackson voted for massive tax increases on working Maine familiesNo authoritative evidence found
Verdict right?
Paid for by SLF PACfrom 2026-09-17spend $1,500–1,999200,000–249,999 impressions
NEW: Troy Jackson under scrutiny after his controversial record on taxes is re-examined.
Jackson voted for a 10% sales tax increase on Maine families, but voted to lower taxes for the top 1%.
Read more:
NEW: Troy Jackson under scrutiny after his controversial record on taxes is re-examined.
Jackson voted for a 10% sales tax increase on Maine families, but voted to lower taxes for the top 1%.
Read more:
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 SLF PACfrom 2026-09-172 variantsspend $900–1,09895,000–109,998 impressions
TROY JACKSON’S RECORD as Maine Senate President:
👉 Make Maine families pay MORE sales taxes, MORE property taxes, MORE income taxes.
👉 Give the richest top 1% a $27.8 MILLION tax cut.
Troy Jackson: Tax cuts for the rich, tax hikes for Maine families.
TROY JACKSON’S RECORD as Maine Senate President:
👉 Make Maine families pay MORE sales taxes, MORE property taxes, MORE income taxes.
👉 Give the richest top 1% a $27.8 MILLION tax cut.
Troy Jackson: Tax cuts for the rich, tax hikes for Maine 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 Senate Leadership Fundvideo · 0:30from 2026-09-11
Troy Jackson cut tax rates for the rich and raised taxes on working class Mainers. Jackson tried to force thousands of Maine families to pay higher sales taxes, but he cut taxes for the 1%. Tax cuts for his rich donors [music] and tax hikes for the rest of us. Jackson voted for higher sales taxes, higher [music] property taxes, even higher income taxes because Troy Jackson raises taxes on everyday [music] Mainers. SLF PAC is responsible for the content of this advertising.
Loaded LanguageCard StackingAppeal to PrejudiceBlack-and-White FallacyRepetition80.0% of sentences flagged
Loaded Language: The phrase 'working class Mainers' is emotionally charged to evoke sympathy and contrast with the wealthy — for example: working class Mainers, his rich donors and everyday Mainers.
Card Stacking: The sentence presents a one-sided characterization of Jackson's tax record without any context, counterarguments, or nuance — for example: cut tax rates for the rich and raised taxes on working class Mainers, tried to force thousands of Maine families to pay higher sales taxes and higher sales taxes, higher property taxes, even higher income taxes.
Appeal to Prejudice: References 'the 1%' to invoke class resentment and in-group/out-group identity — for example: he cut taxes for the 1% and the rest of us.
Black-and-White Fallacy: Presents the tax situation as a binary: cuts for the rich versus hikes for everyone else, leaving no room for nuance — for example: 'Tax cuts for his rich donors and tax hikes for the rest of us'.
Repetition: The word 'higher' is repeated multiple times to hammer home the message that taxes are increasing across the board — for example: 'higher sales taxes, higher property taxes, even higher income taxes'.
Claims checked
“Troy Jackson cut tax rates for the rich and raised taxes on working class Mainers.” No authoritative evidence foundpassages_do_not_deny
Verdict right?
“Jackson voted for higher sales taxes, higher property taxes, even higher income taxes” Checked as: Jackson voted for higher sales taxes, higher property taxes, and higher income taxesNo authoritative evidence found
Verdict right?
“Jackson tried to force thousands of Maine families to pay higher sales taxes” No authoritative evidence found
Verdict right?
“he cut taxes for the 1%” Checked as: Troy Jackson cut taxes for the top 1%No authoritative evidence found
Verdict right?
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
TROY JACKSON IS ANOTHER DIRTY POLITICIAN
Paid for by Senate Leadership Fundvideo · 0:30from 2026-09-01
As Senate President, Troy Jackson represented [music] Allagash, but he had a second home in Augusta. Even though Jackson admitted he didn't really commute regularly, [music] he still billed taxpayers as though he was driving hundreds of miles. Jackson took hundreds of thousands from taxpayers [music] for his supposed commute while living just minutes from the capital. And who approved all that cash? Troy Jackson himself. He's another dirty politician. SLF PAC is responsible for the content of this advertising. [music]
Card StackingLoaded LanguageExaggeration/HyperboleAppeal to FearName CallingBandwagon Appeal85.7% of sentences flagged
Card Stacking: Presents Jackson's admission selectively to imply deliberate fraud without acknowledging any context or alternative explanations for the billing — for example: framing an admission about irregular commuting as proof of intentional taxpayer fraud
Loaded Language: The word 'supposed' is used to cast doubt and imply dishonesty without providing additional evidence — for example: his supposed commute and all that cash.
Exaggeration/Hyperbole: The phrase 'hundreds of thousands' combined with 'living just minutes from the capital' is framed to maximize outrage beyond what the facts alone might convey — for example: 'Jackson took hundreds of thousands from taxpayers'
Appeal to Fear: The dramatic one-sentence reveal 'Troy Jackson himself' is designed to provoke alarm and distrust by implying self-dealing with no oversight — for example: 'Troy Jackson himself'
Name Calling: The label 'dirty politician' is a derogatory term used to discredit Jackson rather than address the substance of the allegations — for example: He's another dirty politician.
Bandwagon Appeal: The word 'another' implies Jackson is one of many corrupt politicians, suggesting widespread agreement that politicians like him are dishonest — for example: 'He's another dirty politician'
Claims checked
“Jackson took hundreds of thousands from taxpayers for his supposed commute” Checked as: Jackson received hundreds of thousands of dollars from taxpayers for his commute.No authoritative evidence found
Verdict right?
“who approved all that cash? Troy Jackson himself” Checked as: Troy Jackson personally approved a specific sum of cash (spending/funding)No authoritative evidence found
Verdict right?
“he still billed taxpayers as though he was driving hundreds of miles” Checked as: Troy Jackson billed taxpayers as though he was driving hundreds of miles (when he was not)No authoritative evidence found
Verdict right?
“he had a second home in Augusta” Checked as: Troy Jackson had a second home in Augusta.No authoritative evidence found
Verdict right?
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
TROY JACKSON'S FAMILY GOT PAID. WE GOT PLAYED.
Paid for by Senate Leadership Fundvideo · 0:30from 2026-08-20
As Senate President Troy Jackson counted votes and his son counted cash, Jackson's lobbyist son raked in almost 200 grand from special interests [music] and Jackson flipped his positions. One polluter wanted to stop a bill cracking down on emissions, so they paid Jackson's son and with Jackson in charge, the bill [music] went up in smoke. Troy Jackson's family got paid, we got played. Coincidence or corruption? You decide. SLF PAC is responsible for the content of this advertising.
Loaded LanguageConspiracy AppealCard StackingName CallingAppeal to PrejudiceBlack-and-White Fallacy80.0% of sentences flagged
Loaded Language: The phrase 'special interests' is emotionally charged, implying corrupt outside influence — for example: special interests, Troy Jackson's family got paid, we got played and Coincidence or corruption?.
Conspiracy Appeal: The sentence implies a hidden quid pro quo arrangement between Jackson, his son, and outside groups, suggesting secret corrupt coordination — for example: Jackson's lobbyist son raked in almost 200 grand from special interests and Jackson flipped his positions and they paid Jackson's son and with Jackson in charge, the bill went up in smoke.
Card Stacking: The sentence juxtaposes the son receiving money with Jackson changing positions as if causation is established, omitting any alternative explanation for the position change — for example: raked in almost 200 grand from special interests and Jackson flipped his positions and they paid Jackson's son and with Jackson in charge, the bill went up in smoke.
Name Calling: The word 'polluter' is a derogatory label used to discredit the opposing party rather than describe them neutrally — for example: One polluter wanted to stop a bill
Appeal to Prejudice: The contrast between 'Troy Jackson's family' and 'we' invokes an in-group/out-group dynamic, positioning the audience as victims of an elite insider — for example: Troy Jackson's family got paid, we got played
Black-and-White Fallacy: The question presents only two options — coincidence or corruption — ignoring any other possible explanations for the events described — for example: Coincidence or corruption?
Claims checked
“Jackson's lobbyist son raked in almost 200 grand from special interests” Checked as: Jackson's lobbyist son received almost $200,000 from special interestsNo authoritative evidence found
Verdict right?
“One polluter wanted to stop a bill cracking down on emissions, so they paid Jackson's son” Checked as: A polluter paid Troy Jackson's son in order to stop a bill cracking down on emissions.No authoritative evidence found
Verdict right?
“with Jackson in charge, the bill went up in smoke” Checked as: A bill failed or was killed while Jackson was in charge/leadingNo authoritative evidence found
Verdict right?
“Jackson flipped his positions” Checked as: Jackson flipped his positions (changed his stated positions on issues)No authoritative evidence found
Verdict right?
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Troy Jackson: Another Dirty Politician
Paid for by Senate Leadership Fundvideo · 0:15from 2026-08-13
Troy Jackson likes to keep it in the family. When Jackson [music] was state Senate president, his son was one of the highest-paid lobbyists in town. Special [music] interests paid his son, and Jackson changed his positions. Troy Jackson is just another dirty politician.
Loaded LanguageCard StackingName CallingBandwagon Appeal100.0% of sentences flagged
Loaded Language: The phrase 'keep it in the family' carries an insinuating connotation of nepotism or corruption without stating it directly — for example: keep it in the family and Special interests paid his son.
Card Stacking: Selectively presents the fact that Jackson's son was a highly-paid lobbyist to imply corruption, omitting any context about whether this relationship was improper or legal — for example: his son was one of the highest-paid lobbyists in town and Special interests paid his son, and Jackson changed his positions.
Name Calling: Uses the derogatory label 'dirty politician' to discredit Jackson rather than addressing specific arguments or evidence — for example: 'just another dirty politician'
Bandwagon Appeal: The phrase 'just another' implies Jackson is one of many corrupt politicians, normalizing the accusation and suggesting widespread agreement — for example: 'just another dirty politician'
Claims checked
“Special interests paid his son, and Jackson changed his positions.” Checked as: Special interests paid Jackson's son, and Jackson changed his positions as a result.No authoritative evidence found
Verdict right?
“When Jackson was state Senate president, his son was one of the highest-paid lobbyists in town.” Checked as: When Troy Jackson was state Senate president, his son was one of the highest-paid lobbyists in town.No authoritative evidence found
Verdict right?
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
Troy Jackson: Another Dirty Politician
Paid for by Senate Leadership Fundvideo · 0:30from 2026-08-12
You don't get to buy the government that you want. >> But let's look at what Troy Jackson did because Troy Jackson likes to keep it in the family. When Jackson was state Senate president, his son was one of the highest paid lobbyists in [music] town. Special interests paid his son and Jackson changed his positions. Was it a coincidence or was something corrupt? Troy Jackson is just another dirty politician. SLF PAC is responsible for the content of this advertising.
Name CallingCard StackingLoaded LanguageBlack-and-White FallacyBandwagon Appeal85.7% of sentences flagged
Name Calling: The phrase 'keep it in the family' is used sarcastically to imply nepotism and corruption without presenting evidence — for example: Troy Jackson likes to keep it in the family and Troy Jackson is just another dirty politician.
Card Stacking: The sentence presents a selectively framed fact — that Jackson's son was a highly paid lobbyist — without providing context about whether this is unusual or whether any wrongdoing occurred — for example: his son was one of the highest paid lobbyists in [music] town and Special interests paid his son and Jackson changed his positions.
Loaded Language: The word 'corrupt' is used as an emotionally charged rhetorical question designed to plant suspicion without providing proof — for example: was something corrupt and just another dirty politician.
Black-and-White Fallacy: The question presents only two options — coincidence or corruption — ignoring the many other possible explanations for a politician changing positions — for example: 'Was it a coincidence or was something corrupt?'
Bandwagon Appeal: The phrase 'just another' implies that corrupt politicians are commonplace and that Jackson is merely one of many, subtly pressuring the audience to accept this characterization as obvious consensus — for example: 'just another dirty politician'
Claims checked
“Special interests paid his son and Jackson changed his positions.” Checked as: Special interests paid Jackson's son, and Jackson changed his positions as a result.No authoritative evidence found
Verdict right?
“When Jackson was state Senate president, his son was one of the highest paid lobbyists in town.” Checked as: When Troy Jackson was state Senate president, his son was one of the highest paid lobbyists in town.No authoritative evidence found
Verdict right?
Watch on YouTube ↗Transcript above is auto-generated; the analysis is of the spoken words.
What this page is
An ad is on this page because its own "Paid for by" line is a campaign in this race; or it comes from a national Senate group and ran mostly in ME; or it ran mostly in ME and names a candidate — unless its sponsor is a campaign for some other office. Ads from outside groups appear alongside the campaigns' own.
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.
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