Wisconsin Governor 2026: the ads, and who's paying for them
Tom Tiffany (Republican) and David Crowley (Democrat) are the candidates for governor of Wisconsin in the November 3, 2026 general election. Semblen has analyzed 51 ads in this race; 39 used at least one manipulation technique, most often loaded language and name calling.
Tom Tiffany (REP), David Crowley (DEM).
On the ballot as listed by Ballotpedia. 51 ads analyzed, 39 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.
37 of 49 (76%) flagged · Loaded Language (26), Name Calling (20), Appeal to Fear (19)
YouTube
2 of 2 flagged · Appeal to Fear (1), Appeal to Prejudice (1), Black-and-White Fallacy (1)
Reported Meta spend
$71,200–112,963 on all ads, $64,400–99,027 on flagged ads · Meta reports ranges; these are the sums of their ends
Example
“bragged” — Loaded Language, paid for by Tiffany for Wisconsin
· the flagged ad with the highest reported spend that shows the most common technique
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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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Each side is the campaign plus the groups backing it. How a group is placed is explained below the table.
Side
Ads
With at least one technique
Most common
Tiffany (R)
17
14 of 17 (82%)
Loaded Language (12), Appeal to Prejudice (9), Name Calling (9)
All from the campaign; no ads here from groups placed on this side.
Crowley (D)
11
8 of 11 (73%)
Loaded Language (6), Name Calling (6), Appeal to Fear (4)
Crowley's campaign
10
7 of 10 (70%)
Loaded Language (6), Name Calling (5), Appeal to Fear (4)
1 group backing Crowley
1
1 of 1
False Urgency (1), Name Calling (1)
Not placed on a side (6 sponsors)
23
17 of 23 (74%)
Loaded Language (9), Appeal to Fear (8), Black-and-White Fallacy (7)
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 Prejudice (1), Black-and-White Fallacy (1), Card Stacking (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.
76% of the 51 ads here use at least one of the techniques ticked below (39 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 69% 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.
illegal immigrantin 6 ads· e.g. “illegal immigrants”, “bragged about being an "accomplice" to illegal immigrants”
accomplicein 5 ads· e.g. “accomplice”, “bragged about being an "accomplice" to illegal immigrants”
MAGAin 5 ads· e.g. “MAGA billionaires”, “MAGA Republicans”
moneyin 5 ads· e.g. “dark money groups”, “hard-earned money”
sanctuaryin 4 ads· e.g. “sanctuary state”, “California-style sanctuary policies”
affordin 3 ads· e.g. “Wisconsin can't afford David Crowley as governor”, “can't afford”
agendain 3 ads· e.g. “David Crowley's tax-and-spend agenda”, “tax-and-spend agenda”
buyin 3 ads· e.g. “buy this election”, “buy Wisconsin”
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Money in this race
Candidates for governor report their fundraising to Wisconsin's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
The ads
51 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Showing the 16 ads paid for by Tiffany for Wisconsin. Show all 51 ads
Paid for by Tiffany for Wisconsinfrom 2026-10-0617 variantsspend $8,200–11,083558,100–684,983 impressions
Democrat David Crowley bragged about being an “accomplice” to illegal immigrants.
He pledged total protection for illegals in jail while supporting taxpayer-funded benefits for them too.
Don’t let Crowley turn Wisconsin into the next sanctuary state!
Loaded Language: The word 'bragged' is emotionally charged, implying arrogance or wrongdoing rather than neutral reporting, and 'illegal immigrants' is a politically loaded term chosen to trigger a negative reaction — for example: "bragged about being an "accomplice" to illegal immigrants".
Name Calling: Using 'illegals' as a noun to label a group of people is a derogatory label intended to discredit and dehumanize rather than inform — for example: 'illegals'
Appeal to Prejudice: Framing taxpayer-funded benefits for undocumented immigrants as an affront exploits in-group/out-group identity by implying 'our' tax money is being taken for 'them' — for example: 'taxpayer-funded benefits for them too'
Appeal to Fear: Creates anxiety about Wisconsin becoming a sanctuary state to pressure readers into opposing Crowley — for example: 'turn Wisconsin into the next sanctuary state'
False Urgency: The imperative 'Don't let' combined with an exclamation mark creates artificial urgency to prevent deliberation — for example: 'Don't let Crowley turn Wisconsin into the next sanctuary state!'
Loaded Language
Name Calling
Appeal to Prejudice
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 Tiffany for Wisconsinfrom 2026-10-0617 variantsspend $4,600–6,683429,100–504,083 impressions
David Crowley made his choice clear: he stands with illegal immigrants, not you.
Crowley vowed to act as an “accomplice” to illegals and block local police from cooperating with immigration enforcement.
He even pledged to enact sanctuary policies statewide and give them taxpayer-funded benefits.
Defeat David Crowley before he puts illegal immigrants ahead of Wisconsin.
Black-and-White Fallacy: The sentence presents only two options — standing with 'illegal immigrants' or standing with 'you' (the reader) — implying no middle ground or nuanced policy position is possible — for example: 'he stands with illegal immigrants, not you'
Appeal to Prejudice: The phrase 'not you' directly addresses the reader as part of an in-group being betrayed, exploiting identity and loyalty to create an us-vs-them dynamic — for example: 'he stands with illegal immigrants, not you'
Loaded Language: The term 'illegal immigrants' is used as an emotionally charged label designed to trigger a negative reaction and frame the subject's position as a betrayal — for example: 'illegal immigrants'
Scapegoating: The sentence implicitly frames immigrants as an out-group whose interests are in opposition to the reader's, suggesting that supporting them is a betrayal of the public — for example: 'he stands with illegal immigrants, not you'
Name Calling: The word 'accomplice' frames Crowley's stated policy position as criminal complicity, discrediting him through association with criminality rather than engaging with his argument — for example: accomplice
Appeal to Fear: The sentence creates anxiety about a dire consequence (immigrants being prioritized over Wisconsin residents) to pressure voters into opposing Crowley — for example: 'before he puts illegal immigrants ahead of Wisconsin'
False Urgency: The word 'before' implies imminent harm that must be stopped immediately, creating artificial time pressure to act against Crowley — for example: 'Defeat David Crowley before'
Black-and-White Fallacy
Appeal to Prejudice
Loaded Language
Scapegoating
Name Calling
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 Tiffany for Wisconsinfrom 2026-10-0620 variantsspend $8,300–11,080348,300–428,080 impressions
David Crowley wants to import California-style sanctuary policies directly to Wisconsin!
From banning immigration enforcement to expanding their benefits, Crowley is putting illegal immigrants over Wisconsin citizens.
We need law and order, not a self-proclaimed “accomplice” to criminals.
Loaded Language: The phrase 'California-style sanctuary policies' uses 'California' as a politically charged label designed to trigger negative associations in a Wisconsin audience, framing the policy as foreign and unwanted — for example: 'California-style sanctuary policies'
Appeal to Prejudice: The framing implies that California's policies are alien to Wisconsin's identity and values, exploiting regional in-group/out-group sentiment to suggest the policy does not belong — for example: 'import California-style sanctuary policies directly to Wisconsin'
Black-and-White Fallacy: The sentence frames the situation as a binary choice where Crowley is either for illegal immigrants or for Wisconsin citizens, ignoring any nuanced policy positions — for example: putting illegal immigrants over Wisconsin citizens
Scapegoating: The sentence implies that immigrants are the cause of harm to Wisconsin citizens and that Crowley's policies prioritize them at citizens' expense — for example: putting illegal immigrants over Wisconsin citizens
Glittering Generalities: The phrase 'law and order' is used as a vague, emotionally positive rallying call without specifying any concrete policy or meaning — for example: 'law and order'
Loaded Language
Appeal to Prejudice
Black-and-White Fallacy
Scapegoating
Glittering Generalities
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 Tiffany for Wisconsinfrom 2026-10-05 to 2026-10-07spend $0–993,000–3,999 impressions
🚨BREAKING: David Crowley says sheriffs should “absolutely not” honor immigration detainers.
So when CRIMINAL illegal immigrants are eligible for release from jail, instead of turning them over to immigration authorities, David Crowley would release them back into our communities.
His policies would turn Wisconsin into a sanctuary state and make all of our communities less safe.
As governor, I will ban sanctuary jurisdictions and enforce the law.
Loaded Language: The all-caps 'CRIMINAL' combined with 'illegal immigrants' uses emotionally charged language designed to trigger fear and outrage rather than convey neutral facts — for example: CRIMINAL illegal immigrants
Appeal to Fear: The sentence implies that releasing these individuals threatens the safety of the community, creating anxiety about dire consequences to pressure a specific response — for example: release them back into our communities
Appeal to Prejudice: The phrase 'our communities' invokes an in-group identity contrasted against the out-group of 'criminal illegal immigrants,' exploiting us-vs-them sentiment — for example: our communities
Scapegoating: The sentence singles out 'criminal illegal immigrants' as a threat to community safety, implying they are uniquely dangerous and that one official's policy enables that danger — for example: CRIMINAL illegal immigrants are eligible for release from jail
Loaded Language
Appeal to Fear
Appeal to Prejudice
Scapegoating
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Tiffany for Wisconsinfrom 2026-10-05 to 2026-10-07spend $0–9910,000–14,999 impressions
🚨NEW AD: David Crowley said it himself. He’ll be an “accomplice” to illegal immigrants.
As Milwaukee County Executive, he backed legislation that would use taxpayer dollars to fund grants for illegal immigrants.
Now, as a candidate for governor, he says Wisconsin should not work with immigration enforcement in “any scenario.” Under Crowley’s policies, Wisconsin would become a sanctuary state where illegal immigrant murderers, rapists, and abusers would be released back into our communities.
As governor, I’ll enforce our laws, ban sanctuary policies, and put the safety of Wisconsin citizens first.
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: accomplice.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments.
Appeal to Prejudice: The phrase 'illegal immigrants' is used as a charged label to trigger in-group/out-group hostility and imply that association with this group is inherently dangerous or wrong — for example: 'illegal immigrants'
Appeal to Fear: Framing a politician as an 'accomplice' to 'illegal immigrants' implies a threat to public safety or law and order, designed to provoke anxiety about the candidate
Exaggeration/Hyperbole: The claim that Crowley's policy would result in murderers, rapists, and abusers being released into communities is an extreme overstatement of what a sanctuary state policy entails — for example: Wisconsin would become a sanctuary state where illegal immigrant murderers, rapists, and abusers would be released back into our communities
Scapegoating: Illegal immigrants are portrayed as the source of violent crime threatening communities, blaming a single group for complex public safety concerns — for example: illegal immigrant murderers, rapists, and abusers would be released back into our communities
Black-and-White Fallacy: The sentence frames the policy as a binary: either cooperate with immigration enforcement in every scenario or violent criminals will be released, ignoring nuanced middle-ground policies
Loaded Language
Name Calling
Appeal to Prejudice
Appeal to Fear
Exaggeration/Hyperbole
Scapegoating
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 Tiffany for Wisconsinfrom 2026-10-03 to 2026-10-07spend $0–996,000–6,999 impressions
Come enjoy a fall afternoon with family and friends at Adams County Fall Fest! Spend the afternoon enjoying the fall season and hear directly from Tom Tiffany about his vision for the future of Wisconsin. Tom will talk about his plans to make Wisconsin more affordable, lower taxes, and keep our communities safe.
Date: Saturday, October 10
Time: 1:15-2:15 PM
Location: Mo’s Bar & Grill
1348 WI-13, Friendship, WI 53934
RSVP: Email [email protected]
We hope to see you there!
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 Tiffany for Wisconsinfrom 2026-10-03 to 2026-10-05spend $0–991,000–1,999 impressions
One month until Election Day, Wisconsin.
We’ll lower property taxes, cut income taxes by 10% for working families, audit state government, and put more of your hard-earned money back in your pocket.
On November 3, choose prosperity over politics.
Loaded Language: The phrase 'hard-earned money' is emotionally charged language designed to trigger a sense of personal ownership and resentment, implying the government is taking what rightfully belongs to the listener — for example: hard-earned money
Black-and-White Fallacy: The sentence frames the choice as binary — prosperity versus politics — implying these are the only two options and that voting a certain way guarantees prosperity while the alternative is mere 'politics' — for example: choose prosperity over politics
Glittering Generalities: The word 'prosperity' is used as a vague, emotionally positive term with no specific policy substance attached, functioning as rhetorical flourish to generate approval — for example: choose prosperity
Loaded Language
Black-and-White Fallacy
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 Tiffany for Wisconsinfrom 2026-10-03 to 2026-10-07spend $0–996,000–6,999 impressions
Come enjoy a fall day with family and friends at Tomah Fall Fest! Spend the morning enjoying the fall season and hear directly from Tom Tiffany about his vision for the future of Wisconsin. Tom will talk about his plans to make Wisconsin more affordable, lower taxes, and keep our communities safe.
Date: Saturday, October 10
Time: 11 AM -12 PM
Location: Cranberry Country Lodge
319 Wittig Rd, Tomah, WI 54660, USA
RSVP: Email [email protected]
We hope to see you there!
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 Tiffany for Wisconsinfrom 2026-10-03 to 2026-10-05spend $0–993,000–3,999 impressions
Come enjoy a fall afternoon with family and friends at Fond du Lac Fall Fest! Spend the afternoon enjoying the fall season and hear directly from Tom Tiffany about his vision for the future of Wisconsin. Tom will talk about his plans to make Wisconsin more affordable, lower taxes, and keep our communities safe.
Date: Saturday, October 10
Time: 2-5 PM, Tom speaks at 3:30 PM
Location: W6939 County Road OOO, Fond du Lac, WI 54937
RSVP: Email [email protected]
Come enjoy a hog roast, sweet corn, Wisconsin cheese sampling, beverages, live music, a bounce house, and hay bales for the kids. Bring the whole family and come enjoy a fall afternoon with us!
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 Tiffany for Wisconsinfrom 2026-10-023 variantsspend $2,600–3,297605,000–689,997 impressions
Democrat David Crowley cut a cake to celebrate nearly doubling Milwaukee’s sales tax!
Now working families pay extra every time they buy essentials, order a package, or replace a broken home appliance.
Combine that with his five property tax hikes and two votes against income tax cuts, and it’s clear: Wisconsin needs to say NO to David Crowley’s tax-and-spend agenda.
Loaded Language: The phrase 'tax-and-spend agenda' is a politically charged label designed to trigger negative emotional reactions rather than describe policy neutrally — for example: tax-and-spend agenda
Name Calling: Labeling Crowley's approach as a 'tax-and-spend agenda' is a derogatory political label used to discredit him rather than engage with his actual policy positions — for example: David Crowley's tax-and-spend agenda
Card Stacking: The sentence selectively presents only negative voting records (tax hikes, votes against cuts) without any context about why those votes were cast or what benefits they may have served — for example: five property tax hikes and two votes against income tax cuts
False Urgency: The declarative 'Wisconsin needs to say NO' frames the situation as requiring an immediate, unambiguous rejection, creating pressure to act without deliberation — for example: Wisconsin needs to say NO
Loaded Language
Name Calling
Card Stacking
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 Tiffany for Wisconsinfrom 2026-10-024 variantsspend $3,400–4,596430,000–509,996 impressions
Democrat David Crowley said high taxes wouldn't burden local families.
But he nearly doubled the Milwaukee sales tax, hiked property taxes five times, and voted twice against 10% income tax cuts!
His agenda is clear, and Wisconsin needs a governor who protects your paycheck instead of taking from it.
Black-and-White Fallacy: The sentence presents only two options for a governor: one who 'protects your paycheck' or one who 'takes from it', ignoring any nuanced policy positions in between — for example: 'protects your paycheck instead of taking from it'
Loaded Language: The phrase 'taking from it' is emotionally charged, framing tax or fiscal policy as theft to trigger a negative reaction toward the implied opponent — for example: 'taking from it'
Appeal to Prejudice: The phrase 'your paycheck' directly appeals to the reader's personal financial identity and in-group interest, positioning the opponent as an outsider threat to the audience's livelihood — for example: 'Wisconsin needs a governor who protects your paycheck'
Black-and-White Fallacy
Loaded Language
Appeal to Prejudice
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Tiffany for Wisconsinfrom 2026-10-02 to 2026-10-065 variantsspend $1,300–1,795170,000–199,995 impressions
David Crowley’s pro-criminal agenda gave violent offenders perks behind bars while Wisconsin families were left to deal with the consequences.
Crowley puts criminals first and victims’ safety last.
As your governor, I will ensure victims – never predators – always come first in Wisconsin.
Loaded Language: Emotionally charged phrases are used to trigger a negative reaction toward Crowley and sympathy for families — for example: 'pro-criminal agenda'
Black-and-White Fallacy: The sentence frames the situation as a binary: Crowley's policies benefit criminals at the direct expense of Wisconsin families, leaving no room for nuanced policy discussion — for example: 'gave violent offenders perks behind bars while Wisconsin families were left to deal with the consequences'
Appeal to Prejudice: Invokes 'Wisconsin families' as an in-group identity implicitly contrasted with criminals, appealing to local community identity to generate resentment — for example: 'Wisconsin families were left to deal with the consequences'
Scapegoating: Blames Crowley's singular agenda for the harm experienced by Wisconsin families, reducing a complex policy issue to one person's malicious intent — for example: 'David Crowley's pro-criminal agenda'
Name Calling: The sentence uses a derogatory characterization of Crowley's position to discredit them rather than engaging with their actual policies or arguments — for example: Crowley puts criminals first
Loaded Language
Black-and-White Fallacy
Appeal to Prejudice
Scapegoating
Name Calling
Looks up the ad's factual claims in fact-checkers, primary sources and wire reporting. Takes up to a minute.
Paid for by Tiffany for Wisconsinfrom 2026-10-02 to 2026-10-063 variantsspend $800–1,097185,000–219,997 impressions
Criminal-Coddling Crowley is a threat to YOUR family’s safety.
Public safety isn't complicated: it requires common sense, clear boundaries, and putting victims first.
As governor, I’ll hold criminals accountable, protect victims, and restore the peace of mind Wisconsin families deserve.
Name Calling: The label 'Criminal-Coddling Crowley' is a derogatory nickname designed to discredit the person rather than address any policy argument — for example: Criminal-Coddling Crowley
Appeal to Fear: The phrase frames Crowley as a direct threat to the reader's family safety, creating personal anxiety to override rational evaluation — for example: a threat to YOUR family's safety
Appeal to Prejudice: The capitalized 'YOUR' personalizes the threat to invoke in-group protective instincts, implying the reader's family is specifically endangered — for example: YOUR family's safety
Glittering Generalities: The sentence uses vague, emotionally positive phrases that sound noble and reasonable but carry no specific policy meaning — for example: 'common sense, clear boundaries, and putting victims first'
Name Calling
Appeal to Fear
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 Tiffany for Wisconsinfrom 2026-10-024 variantsspend $4,000–5,196575,000–669,996 impressions
Five property tax hikes. Two votes against income tax cuts. One nearly doubled sales tax.
Democrat David Crowley claims higher taxes aren't a burden on working families, but his record proves taking taxpayers’ money has never been a problem for him.
He made everyday life more expensive for Milwaukee residents, and now he wants to bring those same policies statewide.
Wisconsin can’t afford David Crowley as Governor!
Loaded Language: The phrase 'taking taxpayers' money' frames taxation with emotionally charged language implying theft or wrongdoing rather than neutral policy description — for example: 'taking taxpayers' money'
Card Stacking: The sentence dismisses Crowley's stated position by asserting 'his record proves' without presenting the actual record, selectively implying evidence exists while omitting any substantive counterargument or context — for example: 'his record proves taking taxpayers' money has never been a problem for him'
Name Calling: Leading with the party label 'Democrat' before the name is used as a derogatory framing device to prime negative associations rather than to neutrally identify the subject — for example: 'Democrat David Crowley'
Appeal to Fear: The phrase implies dire financial or social consequences for Wisconsin if Crowley becomes Governor, creating anxiety to override rational evaluation — for example: Wisconsin can't afford David Crowley as Governor!
Loaded Language
Card Stacking
Name Calling
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 Tiffany for Wisconsinfrom 2026-10-02 to 2026-10-04spend $0–9910,000–14,999 impressions
🚨Four years ago, Darreon Parker-Bell opened fire inside a Milwaukee police station lobby, aiming to kill an officer.
Now, after serving just three years of a 30-year commitment, a judge endorsed by David Crowley has set his conditional release in motion.
Why does this matter?
Because Wisconsin governors appoint judges to fill judicial vacancies. These are the types of soft-on-crime judges David Crowley would put all over our state, and violent criminals would be set free. I will not allow that to happen.
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: soft-on-crime judges.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments. — for example: soft-on-crime judges.
Appeal to Fear: Anxiety about threats or dire consequences used to override rational analysis. — for example: violent criminals would be set free.
Exaggeration/Hyperbole: Claiming Crowley would put these types of judges 'all over our state' is an extreme overstatement implying total and sweeping harm without evidence — for example: put all over our state
False Urgency: The declarative 'I will not allow that to happen' frames the speaker as the sole barrier against a dire outcome, implying urgent necessity to support them — for example: I will not allow that to happen
Black-and-White Fallacy: The statement implies only two options: the speaker stops the threat or violent criminals go free, ignoring any nuanced middle ground — for example: I will not allow that to happen
Loaded Language
Name Calling
Appeal to Fear
Exaggeration/Hyperbole
False Urgency
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 Tiffany for Wisconsinfrom 2026-10-02 to 2026-10-065 variantsspend $2,700–3,595408,000–473,995 impressions
David Crowley calls giving tablets to violent felons "best practices." The domestic violence victim harassed over 1,500 times from a jail cell calls it torture.
When I become governor, I'll protect victims and hold criminals accountable.
Glittering Generalities: The sentence uses vague, emotionally positive pledges ('protect victims', 'hold criminals accountable') that sound noble but carry no specific policy substance — for example: 'protect victims and hold criminals accountable'
Glittering Generalities
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 WI 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 WI'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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