Running for Senate in a deep-blue state—where support for abortion rights has been measured at nearly 70 percent—Republican Scott Brown needs to make it clear that he supports reproductive rights. That’s why he’s telling reporters that he “promise[s]” never to vote in the Senate to curb reproductive rights, and why he has a new ad airing statewide today with this script:

NARRATOR: Scott Brown is pro choice, and he supports a woman’s right to choose.

WOMEN: I like that Scott Brown is independent, he really thinks for himself. His record shows that he supports women, he supports families. When my daughters grow up, I want to make sure that they have good jobs with equal pay, and I know Scott Brown will fight for that. I support Scott Brown because I know he wants to get our economy moving forward again. I’m a mom, I have a family, and I know that Scott Brown will fight hard for families.

BROWN: I’m Scott Brown and I approve this message.

Sounds nice. And it’s true Brown did object to the GOP platform language on abortion. But his actual record—touted in the ad—directly contradicts the new message.

Consider:

• Brown was a co-sponsor of the Blunt Amendment earlier this year, which would have allowed employers to deny women preventive care options under the company plan—including contraception, mammograms, pre-natal screenings, cervical cancer screenings. (It was written broadly enough to allow any employer to do this, not just religious ones). This would have jeopardized the preventive health services of 20.4 million women nationwide, and 517,000 in Massachusetts alone.

• Brown voted to defund Planned Parenthood last year when he supported House Resolution 1, the Republican spending plan that was ultimately defeated in the Senate. It would also have removed funding under Title X for health centers for low-income women.

• Brown may have supported the Stupak-Pitts Amendment to the Affordable Care Act, which would have stripped any funding for abortions by any health insurance product subsidized by the government. It wasn’t included in the Senate version that Brown voted on. But his staff told the Associated Press in November 2009 that Brown would have supported it—though he told Boston’s WBUR that same month that he would have opposed it.

It’s extremely deceptive, then, for Brown to pretend he supports a woman’s right to choose, as the ad claims. Or in the words of said Stephanie Schriock, President of EMILY’s List: “Scott Brown is straight-up lying to Massachusetts voters with his latest ad. Brown does not support a woman’s right to choose—his anti-choice voting record has earned him the support of an anti-choice organization in this very campaign.”

Indeed, Massachusetts Citizens for Life has endorsed Brown in his race against Elizabeth Warren. “We consider him a senator who votes prolife,” Anne Fox, the president of that group, told the Boston Globe last month. (Though Republican Majority For Choice has also backed him).

Brown is also misleading about his record on women’s issues elsewhere in the ad. For example, a woman featured says that “I want to make sure [my daughters] have good jobs with equal pay, and I know Scott Brown will fight for that.” But in November 2010, Brown supported a Republican filibuster of the Paycheck Fairness Act, which would have required employers to prove that any gender disparities in pay were directly related to job performance. That bill was passed by the House two years ago, but has never cleared a Senate filibuster.