The short version
- The People’s Party released a video using AI to simulate confessions from figures linked to the ruling Socialist party, including the prime minister’s wife.
- Legal experts are divided on whether the ad violates defamation laws, with some citing satire defenses while others condemn the ethical breach.
- The incident highlights growing global concerns about undisclosed artificial intelligence in political campaigning ahead of major elections.
A political advertisement released by Spain’s main opposition party has ignited a fierce debate over the boundaries of digital campaigning and the use of artificial intelligence. The conservative People’s Party (PP) distributed a video across social media platforms that utilized AI-generated likenesses of individuals associated with the ruling Socialist party. The footage appeared to show these figures admitting to various forms of misconduct, including soliciting prostitutes and accepting kickbacks. This move has drawn sharp criticism from political opponents and ethics experts as the country prepares for general elections scheduled for late November.
The video prominently featured an AI-generated version of Begoña Gómez, the wife of Prime Minister Pedro Sánchez. In the clip, her digital likeness discusses receiving a university position due to her husband’s influence, echoing allegations she has consistently denied in ongoing investigations. Another segment included a synthetic portrayal of former Socialist president José Luis Rodríguez Zapatero, who appeared to discuss hiding jewelry in a safe. These narratives align with existing legal probes but present them as admitted truths rather than accusations under investigation. The ad garnered nearly two million views within days of its release, amplifying the controversy.
Government officials responded swiftly to the campaign material. Óscar López, Spain’s minister for digital transformation, condemned the video as a colossal lie and expressed outrage that a major political party used its official channels to disseminate such content. He emphasized the danger posed to voters who may not be familiar with AI technologies, noting that distinguishing between synthetic media and reality can be difficult for the general public. López argued that the ease with which such deceptive content can be created and spread represents a serious threat to democratic processes.
Legal challenges have already begun in response to the advertisement. Leire Díez, a former member of the Socialist party whose likeness was used in the video, filed a court complaint against the PP. She accused the party of defamation and digital identity theft, alleging that the ad falsely implied she had worked to undermine judicial and law enforcement agencies to benefit her former colleagues. Despite these legal actions, many legal experts consulted by media outlets suggested the video may not violate current laws. They pointed out that the ad included a disclaimer, albeit in small and nearly transparent text, indicating it was AI-generated.
Some legal scholars argue that the context of political satire protects the PP from liability. Íñigo Navarro, a former law faculty dean at Madrid’s Comillas Pontifical University, noted that viewers are generally aware that the individuals did not actually make the statements shown. However, other experts distinguish between legality and ethical appropriateness. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, questioned whether such tactics are exemplary or politically correct, regardless of their technical compliance with existing regulations. This distinction highlights a growing gap between what is legally permissible and what is considered responsible political conduct.
The incident has drawn attention to broader trends in political campaigning both in Spain and internationally. José Javier Olivas, an associate professor researching populism and AI biases at the National University for Distance Education, described the video as crossing a red line in campaign norms. He criticized the use of other people’s images to insert fabricated statements into their mouths, classifying it as disinformation. Olivas noted that while both mainstream parties in Spain have engaged in emotional appeals and moral attacks, the use of synthetic media represents a significant escalation in tactics.
Similar concerns are emerging in the United States ahead of its midterm elections. A recent report by the Wesleyan Media Project identified more than 200 political ads using AI-generated content, with the majority linked to Republican campaigns. Erika Franklin Fowler, co-director of the project, highlighted a dramatic increase in spending on such ads compared to previous cycles. She noted that much of this AI usage lacks proper disclosure, raising questions about transparency and voter awareness. The parallel developments in Spain and the US underscore a global shift in how political actors leverage emerging technologies.
The People’s Party has defended its actions, arguing that there was no malicious intent to deceive voters into believing the characters were real. Borja Sémper, a party representative, stated that the video was intended to highlight hypocrisy within the Socialist party using digital tools. He maintained that the satirical nature of the content should be apparent to viewers. Despite this defense, polls indicate that while the PP is likely to win the upcoming election, it will need support from the far-right Vox party to form a government, suggesting that the political landscape remains highly polarized.
As the election approaches, the debate over AI-generated content is likely to intensify. Officials and experts are calling for clearer guidelines on the use of synthetic media in political advertising. The incident in Spain serves as a case study in the challenges posed by rapidly evolving technology to traditional norms of political discourse. With voters increasingly exposed to manipulated media, ensuring transparency and accountability has become a critical issue for democratic institutions worldwide.
Sources behind this briefing
Go to the original reporting
- The Guardian US↗Opposition deepfake video of Spanish PM’s wife sparks outrage before election
