Defenders of Wildlife anti-Pearce ads
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As reported in the New Mexico Independent, the Defenders of Wildlife Action Fund began running an ad statewide in May 2008 criticizing Pearce. The ad was part of it's "Two Bad for New Mexico" campaign (later renamed "Steve Pearce is Wrong 4 New Mexico") that also targeted Rep. Heather Wilson (R-N.M.) 
The ad makes two substantive points:
- Claim 1: "Pearce ignored a clear conflict of interest while secretly selling his oil company for millions."
The ad cites an article in Roll Call about Pearce and the sale. In it, Citizens for Ethics and Responsibility in Washington (CREW) had criticized Pearce for not disclosing the sale of his oil services company, Lea Fishing Services, for $12 million in 2003. Pearce, however, argued that under House rules he didn't have to report the sale and requested the House ethics committee for their opinion. The committee agreed, stating that under House rules no reporting was required for "transactions that involve the assets of a business that is actively involved in a trade or business."
The conflict of interest charge is also addressed in Roll Call:
Pearce sold his company to an oil company in October 2003, though his spokesman said the sale was negotiated by that June. On August 18, 2003, an executive for the purchasing company appeared as an unannounced witness at a hearing of the Republican Task Force for Affordable Natural Gas, an unofficial House committee, that was chaired by Pearce and Rep. Heather Wilson (R-N.M.). In September 2003, Pearce sponsored an amendment to streamline natural gas drilling permits, which may have benefited the purchaser.
However, Roll Call said that "Pearce has long been an advocate of expanded access to federal lands for oil and gas drilling" and it had "found no evidence that Pearce has taken any legislative action to specifically benefit Key Energy Services."
In sum: Pearce did not disclose the sale of his company, a move criticized by a good-government group but not something required by House rules. The oil company Pearce sold his to did appear testify at a hearing he co-chaired and would have benefited from a gas drilling bill sponsored by Pearce before the sale was finalized, but a newspaper investigation found no action by Pearce to help that specific company (as opposed to the whole industry).
- Claim 2: "Pearce voted not to prosecute gas price gouging."
The ad cited roll call vote #500 on Sept. 28, 2005, on H.R. 3402. The bill was later described by FactCheck.org:
The legislation would have prohibited... selling petroleum products at a price that is "unconscionably excessive" or "indicates the seller is taking unfair advantage." What's "unfair" or "unconscionable" is of course a matter of opinion. And there's no clear economic definition of what constitutes an "unconscionable" price... [HR 3402] would have established staggeringly large penalties for "price gouging" in the future... fines up to $100 million and prison terms of up to 10 years.
In sum: Pearce did vote against a bill to make gas price gouging a criminal offense.
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According to the New Mexico FBIHOP blog, the Defenders of Wildlife Action Fund is running another ad entitled "Both - Pearce and Bush" criticizing Pearce by comparing him with President Bush.
Pearce campaign ad on nuclear energy
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The blog New Mexico FBIHOP reported that Pearce began running this ad--his first campaign ad in this congressional race--in August 2008. In this pro-Nuclear power ad, Pearce explains that he support nuclear power in order to keep energy prices low, keep American jobs from leaving the country, to maintain American prosperity, and to free America from "middle east oil cartels."
Patriot Majority West anti-Pearce ads
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As reported in the New Mexico FBIHOP, Patriot Majority West began running an ad in July 2008 criticizing Pearce. 
The ad makes two substantive points:
- Claim 1: "Pearce opposed incentives for American-made renewable energy"
The ad cites six votes on five bills that Pearce made between January of 2007 and May of 2008. Pearce did indeed vote against these bills:
- Energy Independence and Security Act of 2007 (HR 6): Pearce was one of 163 nays (159 of which came from Republican Congressmen) in the final "On Passage" vote (Roll No. 40). The bill included provisions to increase funds "used to offset costs of accelerating the use of renewable energy resources and alternative fuels.
- Renewable Energy and Energy Conservation Tax Act of 2007 (HR 2776):Pearce was one of 189 nays (178 of which came from Republican Congressmen) in the final "On Passage" vote (Roll No. 835). Among other provisions, the bill extended the renewable energy credit, added several marine sources to the list of energy sources qualifying for energy credits, extended the solar energy property credit, allowed a tax credit for plug-in hybrid cars, and authorized a credit for celluslosic alcohol fuel producers.
- Renewable Energy and Energy Conservation Tax Act of 2008 (HR 5351): Pearce was one of 182 nays (174 of which came from Republican Congressmen) in the final "On Passage" vote (Roll No. 84). The bill included provisions to extend tax credits for a variety of renewable energy sources, such as win, geothermal and solar power.
- Energy and Tax Extenders Act of 2008 (HR 6049): Pearce was one of 160 nays (all but one of which came from Republican Congressmen) in the final "On Passage" vote (Roll No. 344). The bill included provisions very similar to the The Renewable Energy and Energy Conservation Tax Act of 2008, extending tax credits on several renewable energy sources.
- Renewable Energy Standards Amendment to HR 3221 (H Amdt 748): Pearce was one of 190 nays (154 of which came from Republican congressmen) in the final vote on this amendment (Roll No. 827). The amendment required "retail electric suppliers to supply 15 percent of their electricity through renewable resources by 2020."
In sum: Pearce has repeatedly voted against bills with provisions that provide incentives for renewable energy.
- Claim 2: "Pearce sided with George Bush to give oil companies billions in special tax breaks."
The ad cites seven votes on five bills that Pearce made between October of 2004 and February of 2008. The bill citations do not include roll call numbers, so it is difficult to tell with certainty which votes the ad refers to. However, Pearce did indeed either vote for bills that Bush eventually signed or voted in a such a way as to be aligned with Bush's stated policy preference.
- American Jobs Creation Act of 2004 (HR 4520): Pearce was one of 280 yeas (207 of which came from Republican Congressmen) in the vote to agree with the conference report (Roll No. 509). Among the many provisions of the bill were several energy related tax incentives, including tax breaks that could be taken advantage of by oil companies.
- Tax Relief Extension Reconciliation Act of 2005 (HR 4297): Pearce was one of 244 yeas (229 of which came from Republican Congressmen) in the vote to agree with the conference report (Roll No. 135). The bill was signed by President Bush.
- Energy Independence and Security Act of 2007 (HR 6): On a party line vote to recommit to committee, Pearce sided Republicans (Roll No. 38). This vote was in align with President Bush's stated policy preference on the issue (described here). Pearce was one of 96 Republicans to vote against the final version of the bill (Roll No. 1177), which President Bush signed into law.
- Renewable Energy and Energy Conservation Tax Act of 2007 (HR 2776):Pearce was one of 189 nays (178 of which came from Republican Congressmen) in the final "On Passage" vote (Roll No. 835). Among other provisions, the bill repealed a tax deduction for the sale of oil or natural gas.
- Renewable Energy and Energy Conservation Tax Act of 2008 (HR 5351): Pearce was one of 182 nays (174 of which came from Republican Congressmen) in the final "On Passage" vote (Roll No. 84). Among it's other provisions, the bill included a repeal of $18 billion in tax credits for oil and gas companies.
In sum: judged on his votes on the bills cited in this campaign ad, Pearce does seem to be aligned with President Bush in his support for upholding tax breaks for oil companies.