Sherrill ad keeps hitting Ciattarelli on a plan he opposes

Democratic gubernatorial candidate maintains insistence on opponent’s support of sales tax increase, even though she heard him say he wouldn’t raise it

Mikie Sherrill at the Democratic gubernatorial primary debate on May 18, 2025. (Photo: Kevin Sanders for the New Jersey Globe).

Democrat Mikie Sherrill has a new TV ad where she doubles down on her support for a now-debunked allegation that her Republican opponent, Jack Ciattarelli, supports raising New Jersey’s sales tax to 10%.

At the September 21 gubernatorial debate, Ciattarelli made it clear that he would not raise the sales tax, saying it was never under consideration.  Moments later, Sherrill rejected a chance to rule out raising the sales tax herself.  Later, Sherrill adopted a similar pledge.

In “Mission,” Sherrill says she won’t raise the sales tax, and identifies herself as a Navy helicopter pilot, federal prosecutor, and mother of four.

This is the second time Sherrill has used a deceptive ad mischaracterizing Ciattarelli’s position since the debate two weeks ago.    She had previously used a  seconds-long audio clip about Ciattarelli discussing Tennessee’s 10% sales tax.

Script: (Narrator) High tax Jack Ciattarelli.  (Ciattarelli) A 10% sales tax on everything. (Narrator) A 10% sales tax? You’d pay through the nose.  For bold leadership, Navy Helicopter Pilot Mikie Sherrill.  No sales tax increases.   (Sherrill) And there won’t be when I’m governor.  (Narrator) Federal prosecutor. Mom of four.  (Sherrill) Day One as Governor, I’m declaring a State of Emergency on Utility Costs to end these rate hikes and drive down your bills.  (Narrator) Mikie Sherrill. On a mission to drive costs down.  (Sherrill) No excuses. No exceptions.

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David Wildstein: David Wildstein is the Editor in Chief for the New Jersey Globe.