A MESSAGE FROM GOV. PHIL SCOTT TO ORANGE COUNTY VOTERS: I need you to return John Benson to the Vermont Senate!
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Political ads · 2026 · VT
Vermont Governor 2026: the ads, and who's paying for them
Phil Scott (Republican), Amanda Janoo (Democrat), Dean Roy (Freedom and Unity), June Goodband (Peace and Justice) and Brian Judd (independent) are the candidates for governor of Vermont in the November 3, 2026 general election. Phil Scott is the incumbent. Semblen has analyzed 16 ads in this race; 3 used at least one manipulation technique, most often loaded language and appeal to fear.
Phil Scott (REP, incumbent), Amanda Janoo (DEM), Dean Roy (FU), June Goodband (PJ), Brian Judd (IND). On the ballot as listed by Vermont Secretary of State, 2026 General Election Candidate Listing. 16 ads analyzed, 3 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.
Findings
As of 2026-10-08. Counts are of distinct ads; the same text run many times is one ad.
- Ads analyzed
- 16 · started running between 2026-07-22 and 2026-10-05
- With at least one technique
- 3 of 16 (19%)
- Most common techniques
- Appeal to Fear · 2 adsGlittering Generalities · 2 adsLoaded Language · 2 ads
- Reported Meta spend
- $3,800–6,473 on all ads, $0–495 on flagged ads · Meta reports ranges; these are the sums of their ends
- Example
- “With your support, it can be again” — Appeal to Fear, paid for by Andrew Klein For Vermont · the flagged ad with the highest reported spend that shows the most common technique
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Semblen LLC · 5900 Balcones Drive STE 100, Austin, TX 78731
Who is running these ads
By sponsor (11)
| Paid for by | Ads | With at least one technique | Most common |
|---|---|---|---|
| Ashley Bartley | 3 | 2 of 3 | Glittering Generalities (2), Appeal to Fear (1), Card Stacking (1) |
| VERMONT REPUBLICAN FEDERAL ELECTIONS COMMITTEE | 3 | 0 of 3 | |
| Amanda Janoo for Governor | 2 | 0 of 2 | |
| Aly for Vermont | 1 | 0 of 1 | |
| Andrew Klein For Vermont | 1 | 1 of 1 | Appeal to Fear (1), False Urgency (1), Loaded Language (1) |
| Change.org | 1 | 0 of 1 | |
| Deborah Dolgin | 1 | 0 of 1 | |
| Doug Bishop for Vermont | 1 | 0 of 1 | |
| Fiscal Alliance Foundation | 1 | 0 of 1 | |
| Phil Scott for Vermont | 1 | 0 of 1 | |
| scottbeck4vermont | 1 | 0 of 1 |
Decide what counts
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
19% of the 16 ads here use at least one of the techniques ticked below (3 ads).
- Making you afraid so you stop weighing the facts. More on appeal to fear, with examples →
- Feel-good words with no concrete meaning. More on glittering generalities, with examples →
- Words picked for the feeling, not the facts. More on loaded language, with examples →
- Only the facts that help one side. More on card stacking, with examples →
- Pressure to act before you think. More on false urgency, with examples →
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 19% of ads.
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Money in this race
Candidates for governor report their fundraising to Vermont's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
16 ads, newest first.
A MESSAGE FROM GOV. PHIL SCOTT TO ADDISON DISTRICT VOTERS: I need you to re-elect Steve Heffernan to the Vermont Senate!
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Mark your calendars and join us for an evening with Governor Phil Scott, Lieutenant Governor John Rodgers, former Governor Jim Douglas, Senator Steve Heffernan and me — Wednesday, Oct. 7, 5–8 p.m. at American Legion Post #14 in Vergennes. Vermont was once a place where families could thrive and their children could stay. With your support, it can be again. Phil Scott for Vermont John Rodgers for Vermont
Loaded Language: The phrase 'families could thrive' uses emotionally positive language to evoke nostalgia and imply a lost golden age — for example: thrive
Appeal to Fear: The sentence implies that without the reader's support, Vermont will not return to its former state, creating mild anxiety about inaction — for example: it can be again
False Urgency: The appeal to the reader's support frames action as necessary to restore a lost condition, implying urgency around participation — for example: With your support, it can be again
Loaded Language
Appeal to Fear
False Urgency
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Follow the Vermont Governor race
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.
Semblen LLC · 5900 Balcones Drive STE 100, Austin, TX 78731
So appreciative of Senator Scott Beck's additional endorsement. Gov Phil Scott, Senator Russ Ingalls and the whole team really needs our support as well. Let's vote this team in on Nov 3.
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Op-Ed: As your Senator, I’ll continue to leave it on the field! Our family has a motto: no matter the task, big or small, we leave it on the field. I decided to run for the State House about eight hours into labor with my daughter — because I've learned there's no perfect moment to act, only the decision to do the work. I was raised by dairy farmers, so I learned early that the work gets done because someone does it, not because it's convenient. That's how I've approached four years as a member of the Vermont House of Representatives. I'm proud of what that's produced. I helped lead tri-partisan housing legislation that brought Democrats, Republicans, and Progressives together to actually build more homes, not just talk about it. I worked on permit reform so families and small businesses stop losing months, sometimes years, to red tape before they can break ground. I passed language giving the Vermont Housing Finance Agency a mechanism to put upwards of $40 million in federal grants toward affordable housing in Vermont. I also helped pass a childcare bill giving working parents a real shot at finding care they can afford and trust. None of that happened by sticking to one side of the aisle. It happened because I sat down with whoever had a good idea, regardless of party, and got it done. That's why, after one term, I was appointed Vice-Chair of the House Committee on General & Housing, a critical committee covering housing availability, labor, and general state issues. I also serve on the Canvassing Committee, the Advisory Council on Child Poverty and Strengthening Families, and the Basic Needs Budget Technical Advisory Committee. I previously served on the Agricultural Work Labor and Employment Laws Study Committee. I carry myself with integrity, stay open and honest about my votes and why I made them — which, along with my background in Human Resources, led to my appointment to the House Ethics Panel. I voted for lower property taxes. I voted against Act 181 and spoke out against it on the floor. I voted against legislative pay increases, to support our farmers, and I'm a fierce advocate for maternal health advancement. But I'm not done yet. I want to continue to push as a member of the Vermont State Senate. Vermonters are tired of candidates who say one thing at the door, or on the radio, and do another once sworn in. Claim you're against higher taxes, then vote for them. Talk tough on public safety, then back a prosecutor who won't prosecute, or double down on policies like safe injection sites that first responders and small business owners are begging us to reconsider. People notice that gap. I'd rather tell you where I stand and let you hold me to it — that's what trust looks like. As a Representative, I kept constituents up to date in real time. I didn't wait for you to reach out. I'll keep pushing on what's left undone. Property taxes are too high, and families in Milton, Westford, Fairfax, and Essex Town feel it every time a bill comes due, at the grocery store, or at the pharmacy. That's the kind of Senator I intend to be. Not someone chasing headlines, a title, or a paycheck, but someone who shows up, does the work, and measures success by what gets built, funded, and fixed for a more affordable Vermont. Montpelier didn't get serious about these issues until Vermonters voted for balance two years ago. Let's continue that work. I'm proud to have the support of Governor Phil Scott and dozens of legislators from both sides of the aisle. I don't have every answer. But I know how to listen, I ask questions, and I know Vermont is better when we solve problems together instead of digging into our corners. I humbly ask for your vote this November so I can continue to work hard for you.
Glittering Generalities: The sentence uses vague, emotionally positive language about 'doing the work' and building 'a more affordable Vermont' without specifying any concrete policy or action — for example: 'shows up, does the work'
Card Stacking: The sentence implies that progress only came after a particular electoral outcome, selectively crediting one political shift while omitting other factors or prior efforts — for example: 'didn't get serious about these issues until Vermonters voted for balance'
Glittering Generalities
Card Stacking
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As Senate Minority Leader, it has been an honor to work closely with Gov. Phil Scott for the last two years. I appreciate his endorsement and look forward to working together to make Vermont affordable.
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Join Senator John Benson & Governor Phil Scott in Randolph on September 9th. Details below! **Please email [email protected] to RSVP**
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Vermont is set to spend $2.5 BILLION on public education this year. But according to the teachers’ union, the problem is that Vermont is “not spending too much money.” 🤔 Gov. Phil Scott lays out the reality. Education spending has grown from roughly $1.6 billion when he took office to $2.5 billion today. And property taxes are only part of the story. Vermonters also fund the Education Fund through the sales tax, lottery proceeds, meals and rooms taxes, purchase and use taxes, and more. That adds up to roughly $800 MILLION beyond property taxes going toward education. Vermont’s education affordability crisis cannot be solved by pretending the state simply needs to spend more money. At some point, taxpayers deserve to ask what they are getting for what they already spend. #vtpoli #vermont #vermontbyvermonters
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FREE Meet Democratic Candidates BBQ! Join neighbors, friends, and local leaders for an afternoon of good food, great company, and meaningful conversation. This FREE, family‐friendly BBQ is a chance to connect with Democratic candidates, hear what they’re working on, and enjoy a relaxed summer event together. 📅 Sunday, August 30 ⏰ 4:00–6:00 PM 🎤 Bonus Karaoke Party: 6:00–7:00 PM 📍 Colchester Airport Park Pavilion 🎉 FREE & OPEN TO ALL 🎟️Registration link below - helpful, but not required, no charge! Who’s Joining Us SPECIAL GUESTS: Molly Gray – Candidate for Lt. Governor Mike Pieciak – Vermont Treasurer Tim Ashe – Candidate for Auditor Sarah Copeland Hanzas – Secretary of State Sarah George – State’s Attorney Dan Gamelin – Sheriff EXPECTED TO JOIN: Amanda Janoo – Candidate for Governor LOCAL CANDIDATES: Rep. Doug Bishop Rep. Sarita Austin Rep. Gayle Pezzo Rep. Wendy Critchlow Kim Gleason – Senate Candidate What to Expect Enjoy a classic summer cookout with burgers, hot dogs, veggie options, sides, and drinks provided. Stay afterward for a fun, community karaoke hour—bring your voice, your friends, and your best song picks. All are welcome! Paid for by Doug Bishop for State Representative
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I’m proud to share Gov. Phil Scott is supporting my campaign for the State Senate and I can’t wait to continue to work with the Governor and his team to make Vermont more affordable and expanding housing opportunities for all! “Representative Ashley Bartley has worked hard for her constituents on the issues that matter most. She’s also been a good partner for my team as we work on issues like housing and lack of affordability that make it harder to live here in Vermont. As a mom with a young family, her perspective is important as we look to attract and retain more youth to grow our workforce and lower taxes. Please join me in supporting Ashley Bartley for State Senate — vote on or before November 3rd.” - Governor Phil Scott
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Gov. Phil Scott wants to repeal Raise the Age protections as a new locked youth facility takes shape. Sign now.
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Tuesday, August 11th is Primary Election Day and your voice matters more in primaries than you think. Let me give you a couple examples of why voting in this primary is important... Take the Chittenden County States Attorney and Sheriff races. In all reality whoever wins the Democratic Primary will win the general election, because right now, there are NO other candidates running. These races are consequential for public safety issues and unfortunately may be decided by just a handful of primary voters, if you don’t show up to vote. So, regardless of whether you’re a Democrat, Republican, or Independent, you need to VOTE on August 11th. And, if I’m not on the ballot you choose and you wanted to vote for me, you can always write me in. Thanks, - Phil
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Born and raised in Vermont. Economist & policy expert. Running for Governor to build an economy that works for all Vermonters.
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📺 We’re officially up on TV with our new ad, “Show Up.” Vermont has gotten too expensive, and too many families can’t afford to stay. I’ve taken on big fights before, organizing 40,000 Vermonters to make child care more affordable and helping win an override of Governor Phil Scott’s veto. Now I’m running for governor to lower costs, build more housing, and stand up to Donald Trump. This campaign is about showing up, doing the work, and delivering results. #vtpoli #vermont #alyforvt
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My name is Amanda Janoo, and I’m running for Vermont governor because I believe the best a governor can do is more than manage decline. Learn more and join the movement at janooforvt.com #janooforvt
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This election is about maintaining integrity, balance, and a fight for a more affordable Vermont. As the Vice-Chair of the critical General & Housing Committee in the Vermont House of Representatives, I've had a first hand look at our housing crisis. I've fought alongside Governor Phil Scott to protect rural Vermont while and will continue to in the Vermont Senate. I'd be honored to have you join our campaign. Vote Ashley Bartley for the Vermont State Senate!
Glittering Generalities: Vague, emotionally positive words like 'integrity' and 'balance' are used as rhetorical flourish without specific policy substance — for example: 'maintaining integrity, balance'
Loaded Language: Uses emotionally charged words to manipulate feelings rather than present facts — for example: crisis and critical.
Appeal to Fear: Creates anxiety and fear to influence decisions rather than using logical reasoning
Glittering Generalities
Loaded Language
Appeal to Fear
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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 ran mostly in VT 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 VT'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.