New Mexico Governor 2026: the ads, and who's paying for them
Deb Haaland (Democrat) and Gregg Hull (Republican) are the candidates for governor of New Mexico in the November 3, 2026 general election. Semblen has analyzed 55 ads in this race; 35 used at least one manipulation technique, most often glittering generalities and false urgency.
Deb Haaland (DEM), Gregg Hull (REP).
On the ballot as listed by Ballotpedia. 55 ads analyzed, 35 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.
34 of 52 (65%) flagged · Glittering Generalities (27), False Urgency (12), Appeal to Fear (8)
YouTube
1 of 3 flagged · Flag-Waving (1), Glittering Generalities (1), Loaded Language (1)
Reported Meta spend
$352,600–437,586 on all ads, $164,000–202,985 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“build a better future for working families” — Glittering Generalities, paid for by Deb for New Mexico
· the flagged ad with the highest reported spend that shows the most common technique
Embed this race on your site
A small box with these findings and the newest ads, updated as new ads are analyzed. Free for newsrooms, blogs and campaigns alike; it links back here.
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All from the campaign; no ads here from groups placed on this side.
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 Fear (1), Card Stacking (1), Loaded Language (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.
64% of the 55 ads here use at least one of the techniques ticked below (35 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 51% of ads.
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Money in this race
Candidates for governor report their fundraising to New Mexico's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
55 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Deb Haaland earns President Obama's support for Governor
Paid for by Deb Haalandvideo · 1:00from 2026-10-07
New Mexico, you have an opportunity to elect a real fighter as your next governor. Deb Haaland. Deb and I started out as organizers, and we learned that leadership is about listening, getting to know people and hearing their stories.
That's what Deb did on my campaign, knocking on thousands of doors in Indian country. And all these years later, she's still listening to folks in every corner of New Mexico. As governor, Deb will lower costs, strengthen education, build safer communities, and protect your healthcare because she knows what families are up against.
As a single mom, Deb relied on SNAP, WIC, Medicaid, and started a small business. Deb has spent her entire career fighting for New Mexicans, and she'll keep on doing it. So, vote for Deb Haaland for governor.
Loaded Language: The phrase 'real fighter' uses emotionally charged language to frame the candidate as uniquely strong and authentic — for example: 'real fighter'
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Glittering Generalities: The sentence lists vague, emotionally positive promises without specific policy details, functioning as rhetorical flourish — for example: 'lower costs, strengthen education, build safer communities, and protect your healthcare'
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Loaded Language
Slogans
Glittering Generalities
Flag-Waving
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 Deb for New Mexicofrom 2026-10-07 to 2026-10-086 variantsspend $900–1,49417,000–22,994 impressions
Message from former President Obama:
New Mexico, you have the opportunity to elect a fighter as your next governor, Deb Haaland. As governor, Deb will lower costs, strengthen education, build safer communities, and protect your healthcare because she knows what families are up against. So please will you join me in supporting Deb’s campaign for Governor?
Glittering Generalities: The word 'fighter' is used as a vague, emotionally positive label to inspire enthusiasm without conveying specific policy substance — for example: elect a fighter, strengthen education and build safer communities.
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 Hull For New Mexicovideo · 0:15from 2026-10-06
I'm Greg Hall and I approve this message.
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 Hull For New Mexicovideo · 0:30from 2026-10-06
I am New Mexico. Here is my family, my home, and our opportunities. New Mexico .
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 Democratic Party of NM (not authorized by any candidate)from 2026-10-02spend $100–19910,000–14,999 impressions
Gregg Hull is making his priorities clear: backing Donald Trump's extreme cuts to SNAP, Medicaid, and universal childcare to secure Trump's endorsement.
If elected governor, Hull promises to bring those same devastating cuts directly to New Mexico, putting essential healthcare and food assistance at risk for tens of thousands of working families. New Mexico doesn't need its own Donald Trump in the Roundhouse.
Watch DPNM's new digital ad, "New Mexico's Trump," to see what is at stake.
Loaded Language: The word 'extreme' is used to emotionally charge the description of the cuts, framing them negatively rather than neutrally — for example: 'extreme cuts'
Name Calling: Framing Hull's actions as purely transactional and self-serving implies he is a political opportunist rather than engaging with the substance of his positions — for example: 'to secure Trump's endorsement'
Card Stacking: The sentence presents Hull's motivations as solely about securing an endorsement, omitting any other possible rationale for his policy positions, selectively framing his intent — for example: "backing Donald Trump's extreme cuts to SNAP, Medicaid, and universal childcare to secure Trump's endorsement".
Appeal to Fear: The sentence warns of dire consequences for vulnerable populations to provoke anxiety and opposition to Hull — for example: 'putting essential healthcare and food assistance at risk for tens of thousands of working families'
Loaded Language
Name Calling
Card Stacking
Appeal to Fear
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Glittering Generalities: The sentence invokes a broadly appealing value (affordable housing for families) without any specific policy detail, functioning as a feel-good rhetorical appeal — for example: 'Housing shouldn't be out of reach for New Mexico families'
Glittering Generalities
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Appeal to Fear: The sentence describes a disturbing scenario involving a vulnerable minor being abandoned at a border, designed to provoke anxiety and outrage about government agency failures — for example: "took a 15-year-old American citizen to the Mexican border and told him to walk across alone".
Glittering Generalities: The vague promise to 'fix' a complex government agency offers no specific policy or plan, relying on a positive but substanceless assertion — for example: "Gregg Hull will fix CYFD".
Appeal to Fear
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 Deb for New Mexicofrom 2026-09-25 to 2026-09-30spend $0–99100–999 impressions
An urgent update from Governor Andy Beshear:
Republicans are throwing everything they have at New Mexico to stop Deb Haaland. We need to fight back, and we need to do it today. Chip in before midnight to elect Deb Haaland so she can fight for working families.
$5. That’s all we’re asking for today to help Deb Haaland reach her midnight fundraising goal and keep New Mexico blue. Will you chip in $5 now?
Appeal to Fear: Frames the opposition as an overwhelming force attacking a candidate, creating anxiety about the threat to motivate action — for example: "throwing everything they have at New Mexico to stop Deb Haaland".
False Urgency: Creates artificial time pressure with 'today' to prevent deliberation and force an immediate emotional response — for example: we need to do it today and Chip in before midnight.
Glittering Generalities: Uses the vague emotionally positive phrase 'working families' as rhetorical flourish without specifying any concrete policy — for example: fight for working families
Appeal to Fear
False Urgency
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 Deb for New Mexicofrom 2026-09-18 to 2026-10-072 variantsspend $900–1,09819,000–24,998 impressions
I'm fighting to protect Chaco Canyon from corporate polluters and Donald Trump. Will you have my back?
Quick question: Will you chip in $5 to help elect Deb Haaland as the next Governor of New Mexico?
Name Calling: The phrase 'corporate polluters' is a derogatory label applied to corporations to discredit them without addressing specific arguments — for example: corporate polluters
Loaded Language: The term 'corporate polluters' uses emotionally charged language designed to trigger a negative reaction rather than convey neutral facts — for example: corporate polluters
Appeal to Fear: The phrase 'will you have my back?' implies the speaker is under threat and needs protection, creating anxiety and urgency to compel the reader to act — for example: Will you have my back?
False Urgency: The direct appeal 'will you have my back?' functions as a call to immediate action, implying the situation is urgent and requires an immediate response — for example: Will you have my back?
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.
Appeal to Fear: The phrase implies the current situation is failing children, creating anxiety about the status quo to motivate action — for example: 'deserve better'
Glittering Generalities: Vague, emotionally positive language about a 'brighter future' with no specific policy substance — for example: 'brighter future'
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.
Appeal to Fear
Glittering Generalities
Flag-Waving
Slogans
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Deb for New Mexicofrom 2026-09-0810 variantsspend $28,700–33,990520,100–607,990 impressions
Is there ANYTHING we can say to convince you to donate ANY amount to help Deb win the New Mexico governor's race?
What if we told you that our campaign is operating with fewer resources than we need to compete in one of the largest states in the country?
What if we told you that Democratic governors are essential to serve as a backstop when the federal government abuses its resources and undermines civil liberties?
And what if I told you that national Republicans are already eyeing this race and watching to see if we have the grassroots power to win?
Deb’s got what it takes to win — but we can only get there if people like you help us reach every single goal.
Please, will you step up with a donation of $10, or anything at all, to help Deb reach her $100,000 goal, win in November, and keep New Mexico blue?
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 Deb for New Mexicofrom 2026-09-04 to 2026-09-096 variantsspend $6,200–7,994117,000–143,994 impressions
Please stop scrolling! In just a few days, we’ll publicly report our first fundraising numbers of the general election: how much we’ve raised, how many donations we’ve received, and how many people are powering this campaign.
With the Albuquerque Journal reporting a closer-than-expected margin for this race, I know ALL EYES will be on our report — and I need you to help show the strength of our people-powered campaign.
Every dollar helps us build a better future for working families, so please: Will you make a donation now to show my Republican opponent that I have a powerful grassroots movement behind me?
Glittering Generalities: The phrase 'better future for working families' uses vague, emotionally positive language that sounds noble but carries no specific policy meaning — for example: 'build a better future for working families'
Bandwagon Appeal: The appeal to demonstrating a 'powerful grassroots movement' implies the donor should join a large, growing crowd to validate the candidate — for example: 'I have a powerful grassroots movement behind me'
Glittering Generalities
Bandwagon Appeal
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Glittering Generalities: Vague positive framing around 'jobs' and 'strengthen our economy' without specific policy details — for example: create jobs & strengthen our economy and has the leadership to make it happen.
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 Deb for New Mexicofrom 2026-08-209 variantsspend $29,100–36,591614,000–705,991 impressions
Donald Trump wants to open our sacred lands to irresponsible mining and drilling. As Governor, I will stand up to Trump and fiercely defend New Mexico’s land, water, and sacred places.
But I can’t win this race or protect New Mexico alone. Chip in $5 today!
Loaded Language: The words 'sacred lands' and 'irresponsible' are emotionally charged to trigger a negative reaction toward Trump's policy — for example: sacred lands, irresponsible mining and drilling and fiercely defend.
Appeal to Prejudice: The phrase 'our sacred lands' invokes in-group identity, implying shared ownership and cultural belonging to rally the audience against an outsider — for example: 'our sacred lands'
Glittering Generalities: The vague pledge to 'defend New Mexico's land, water, and sacred places' uses noble-sounding but unspecific language to generate emotional approval without policy detail — for example: 'defend New Mexico's land, water, and sacred places'
Loaded Language
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 Hull For New Mexicofrom 2026-08-19 to 2026-09-247 variantsspend $2,000–3,093440,100–540,993 impressions
Twelve years as Mayor of Rio Rancho, and the results speak for themselves. Gregg Hull doubled the police budget. He kept Intel and thousands of good jobs in New Mexico. He built one of the fastest growing and most affordable cities in America. Now he wants to do the same for our state.
Card Stacking: The sentence selectively highlights positive metrics about the city's growth and affordability without acknowledging any counterarguments or downsides, presenting a one-sided picture — for example: 'one of the fastest growing and most affordable cities in America'
Glittering Generalities: The phrase 'do the same for our state' is vague and emotionally appealing without specifying what concrete actions or policies would be implemented — for example: 'do the same for our state'
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 Deb for New Mexicofrom 2026-08-18 to 2026-09-175 variantsspend $3,200–4,09558,100–71,995 impressions
Please stop scrolling! We still need 572 grassroots supporters to endorse Deb for Governor of New Mexico before midnight tonight.
Now more than ever, New Mexico needs a strong leader like Deb, who is ready to fight on day one to make life better and more affordable for all New Mexicans.
But right now, she’s polling 6 points behind her Republican opponent. She needs a surge of grassroots endorsements to close the gap.
Will you add your name and endorse Deb before midnight?
False Urgency: The phrase 'now more than ever' creates artificial urgency implying an immediate crisis that demands action without providing evidence of why this moment is uniquely critical — for example: 'Now more than ever'
Glittering Generalities: Vague emotionally positive language like 'strong leader', 'fight on day one', 'make life better and more affordable' sounds noble but carries no specific policy substance — for example: 'make life better and more affordable for all New Mexicans'
False Urgency
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 Hull For New Mexicofrom 2026-08-153 variantsspend $2,000–2,697475,000–559,997 impressions
New Mexico's crime problem isn't inevitable — it's the result of leadership that doesn't meet the demands of keeping our communities safe. Gregg Hull has a real plan: competitive pay for our police, stronger recruitment and retention, and the resources departments need to do their jobs. It's time for a change in New Mexico.
Scapegoating: Blames the crime problem entirely on current leadership rather than acknowledging the complex socioeconomic factors behind crime — for example: 'it's the result of leadership that doesn't meet the demands'
Glittering Generalities: Vague positive phrases like 'real plan' and 'resources departments need' sound substantive but lack specific policy detail — for example: 'Gregg Hull has a real plan'
False Urgency: The phrase 'It's time for a change' creates a sense of urgency implying immediate action is necessary without providing a specific rationale for why now — for example: 'It's time for a change in New Mexico'
Scapegoating
Glittering Generalities
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 Hull For New Mexicofrom 2026-08-15 to 2026-10-072 variantsspend $500–698115,000–144,998 impressions
New Mexicans deserve a governor with real leadership and a record of success — not just promises. As Mayor, Gregg Hull made Rio Rancho one of the best places to live in New Mexico, building a government that earned national recognition for its financial management. That's proven, responsible leadership, and it's what hard-working New Mexicans deserve. Ready for a change?
Glittering Generalities: Uses vague, emotionally positive terms like 'real leadership' and 'record of success' without defining what they mean — for example: real leadership, record of success and proven, responsible leadership.
Black-and-White Fallacy: Implies only two options exist: a governor with 'real leadership' or one with 'just promises,' ignoring the spectrum of possibilities — for example: 'real leadership and a record of success — not just promises'
Exaggeration/Hyperbole: Claims Rio Rancho became 'one of the best places to live in New Mexico' as a direct result of Hull's leadership, an overstatement that oversimplifies complex civic outcomes — for example: 'one of the best places to live in New Mexico'
Appeal to Prejudice: The phrase 'hard-working New Mexicans' invokes in-group identity to create an emotional bond between the candidate and the audience — for example: 'hard-working New Mexicans deserve'
False Urgency: The rhetorical question 'Ready for a change?' implies a pressing need for immediate action or decision, creating artificial urgency — for example: 'Ready for a change?'
Glittering Generalities
Black-and-White Fallacy
Exaggeration/Hyperbole
Appeal to Prejudice
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 Hull For New Mexicofrom 2026-08-04 to 2026-10-074 variantsspend $100–49673,000–88,996 impressions
New Mexico has the talent, location, and resources to build a stronger economy — but decades of one-party rule have held us back. Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses, and gives New Mexicans a reason to stay and build their future here. It's time for a change.
Scapegoating: Blames all of New Mexico's economic struggles on a single political factor — one-party rule — ignoring the many complex causes of regional economic conditions — for example: "decades of one-party rule have held us back".
Glittering Generalities: Uses vague, emotionally positive language about jobs and futures without specific, verifiable policy details — for example: "gives New Mexicans a reason to stay and build their future here".
False Urgency: Creates a sense of immediacy and pressure to act without deliberation — for example: "It's time for a change".
Scapegoating
Glittering Generalities
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 Hull For New Mexicofrom 2026-08-045 variantsspend $1,300–1,795317,000–387,995 impressions
Gregg Hull is proudly endorsed by the NM Fraternal Order of Police. A safer New Mexico starts with real change in leadership — a leader who supports the men and women who keep us safe.
Transfer: The endorsement from the Fraternal Order of Police is used to borrow legitimacy and authority from a respected law enforcement institution to validate the candidate — for example: NM Fraternal Order of Police
Glittering Generalities: Vague emotionally positive phrases like 'safer New Mexico' and 'real change in leadership' sound noble but carry no specific policy meaning — for example: real change in leadership
Black-and-White Fallacy: Implies that safety can only come from this specific leadership change, presenting a binary between the current situation and Hull's leadership with no other options — for example: A safer New Mexico starts with real change in leadership
Transfer
Glittering Generalities
Black-and-White Fallacy
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Hull For New Mexicofrom 2026-08-04 to 2026-10-074 variantsspend $800–1,196210,000–254,996 impressions
New Mexico's economy is ready to take off — but years of failed leadership have been nothing short of a failure to launch. Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses, and gives New Mexicans a reason to stay and build their future here. Ready for a change? Vote Hull for Governor.
Loaded Language: The phrase 'failed leadership' and 'failure to launch' are emotionally charged terms designed to trigger negative associations with current leadership rather than convey specific factual criticism — for example: 'years of failed leadership'
Glittering Generalities: Vague, emotionally positive promises like 'high-paying jobs' and 'build their future here' sound noble and appealing but lack specific policy substance — for example: 'gives New Mexicans a reason to stay and build their future here'
False Urgency: The rhetorical question 'Ready for a change?' implies that change is needed immediately and frames the election as a critical moment requiring action, creating artificial urgency — for example: 'Ready for a change?'
Bandwagon Appeal: The direct call to 'Vote Hull for Governor' following the urgency framing implicitly pressures the reader to conform to the implied popular movement for change — for example: 'Vote Hull for Governor'
Loaded Language
Glittering Generalities
False Urgency
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 Hull For New Mexicofrom 2026-08-04 to 2026-10-074 variantsspend $1,500–2,296323,000–383,996 impressions
New Mexico has the talent, location, and resources to build an economic powerhouse — but years of failed leadership have held us back. It's time we had the leadership to match. Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses, and gives New Mexicans a reason to stay and build their future here. Ready for a change? Vote Hull for New Mexico.
Loaded Language: The phrase 'failed leadership' is emotionally charged, framing past governance as a total failure without specific evidence — for example: 'years of failed leadership'
False Urgency: The phrase 'It's time' implies an immediate, overdue need for change, creating artificial pressure to act now — for example: 'It's time we had the leadership to match'
Card Stacking: The sentence presents Hull's plan in entirely positive terms — jobs, cutting red tape, retaining residents — without any counterbalancing information or acknowledgment of challenges — for example: 'Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses'
Black-and-White Fallacy: The rhetorical question frames the election as a simple binary between the status quo and voting for Hull, ignoring other options — for example: 'Ready for a change?'
Bandwagon Appeal: The imperative 'Vote Hull' implicitly pressures the reader to join others in supporting Hull, framing it as the obvious collective choice — for example: 'Vote Hull for New Mexico'
Loaded Language
False Urgency
Card Stacking
Black-and-White Fallacy
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 Deb for New Mexicofrom 2026-07-31 to 2026-08-258 variantsspend $24,500–28,692450,200–526,992 impressions
Sorry to interrupt, but you need to see this.
I just got our newest poll, and it's a tough one: It shows us trailing by 6 points.
MAGA donors have already poured hundreds of thousands of dollars into this race, and this poll will only encourage them to spend even more trying to buy this election, flip New Mexico red, and bring Donald Trump's extreme agenda to our state.
We need all hands on deck. Will you RUSH $10 before midnight to help us fight back? Every dollar will help us close this gap, compete with Republican spending, travel the state to meet with New Mexicans, and help me win this November.
Loaded Language: Emotionally charged words are used to trigger a negative reaction toward the opposing side — for example: 'extreme agenda'
Appeal to Fear: The sentence warns of dire consequences if outside money succeeds in flipping the state, creating anxiety to motivate opposition — for example: 'bring Donald Trump's extreme agenda to our state'
Appeal to Prejudice: The phrase 'our state' invokes in-group identity to frame outside donors as a threat to local residents — for example: 'our state'
Name Calling: The label 'MAGA donors' is used as a derogatory identifier to discredit the opposing side rather than address their arguments — for example: 'MAGA donors'
Loaded Language
Appeal to Fear
Appeal to Prejudice
Name Calling
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 NM 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 NM'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.
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