The supporters and opponents of medical marijuana both posted their first TV ads Monday, just in time for Floridians to receive the first wave of absentee ballots in the mail.
The clash is one that has played out in 23 other states plus Washington D.C., with medical-marijuana supporters playing up the benefits of cannabis in treating cancer or MS -- while opponents target older, more conservative voters with a message about crime.
"They don't call it the Drug-Dealer Protection Act. But they should," says the opposition ad from Drug Free Florida Committee, which focuses on a provision in the proposed constitutional amendment that allows caregivers to handle marijuana.
The supporters, People United for Medical Marijuana, concentrate on the broad outlines and promise of the amendment: Getting people the care they need without the intrusion of government.
"Twenty-three states now keep government and politicians out of the doctor-patient relationship. And it's worked," says the ad.
Drug Free appears to be spending the most early: $1.6 million, with the likelihood of millions more to come -- especially from Las Vegas gambling magnate and Republican donor Sheldon Adelson.
People United for Medical Marijuana hasn't disclosed how much it's spending. Its chairman, Democratic donor and Orlando trial lawyer John Morgan, have promised to do what it takes to get their message out.
A constitutional amendment needs 60 percent of the vote to pass. The polling average of the last major public surveys pegs Florida voter support at about 64 percent.
Drug Free is concentrating on conservatives because, if Republican support falls to about 40-42 percent, the amendment will likely fail even if independent and Democratic support remains in or around the 70 percent range (more here).
Over the months, Republican support for the amendment appears to be dropping. But Democratic and independent support appears to be increasing. As a result, polls from the conservative-leaning business group, Associated Industries of Florida, show the amendment's support has remained at 64 percent for months. People United's polling showed the amendment's support has remained relatively constant as well, at 69 percent this month and 70 percent in June.
Here are the ads, in-depth fact checks to follow.