Spain's Election Ad Spark AI Debate

The political landscape in Spain has grown increasingly volatile as the nation prepares for general elections scheduled for next month. At the center of the current turmoil is a controversial advertising campaign that has forced a national reckoning regarding the use of artificial intelligence in political messaging.

This week, the People's Party, the primary opposition force, released a video on its official social media platforms. The clip employed AI tools to manipulate the digital likenesses of several figures associated with the governing Socialist party. The footage appeared to show these individuals admitting to various improprieties, including soliciting prostitutes and accepting financial kickbacks. One specific segment featured an AI-generated version of Begoña Gómez, the prime minister's wife, discussing how she obtained a university position due to her husband's status. Another part showed a deepfake of former prime minister José Luis Rodríguez Zapatero speaking about hiding jewelry in a safe. Both references align with ongoing legal investigations, although both Gómez and Zapatero have maintained their innocence.

The timeline of the controversy began with the release of the video, which garnered nearly two million views by Friday. The Socialist party reacted swiftly to the launch. Óscar López, the minister for digital transformation, stated on TVE that the clip told people a colossal lie. He found it intolerable that a party would use its official channels for such a message. López highlighted that the label indicating the use of AI was displayed in tiny, nearly transparent text at the bottom of the screen, warning that viewers unfamiliar with the technology might easily mistake the content for reality.

On the same day, Leire Díez, a former member of the Socialist party whose likeness was featured, filed a complaint with the courts. She requested the immediate removal of the advertisement. Her legal team accused the People's Party of defamation and digital identity theft, arguing that the video used her image to suggest she had worked to undermine the judiciary and law enforcement to advantage the Socialists.

Legal analysis suggests the opposition party may be in a strong position. Most of the nine legal experts consulted by El País agreed that the video was not illegal because it was clearly labeled as AI-generated and maintained a satirical tone. Íñigo Navarro, a former dean at Madrid's Comillas Pontifical University, noted that the context makes it clear to most viewers that the individuals did not actually speak those words. Juan Antonio Lascuraín, a criminal law professor, added that legality is distinct from ethical or political correctness, meaning the ad could be lawful even if considered inappropriate by some.

José Javier Olivas, an associate professor studying populism and AI biases, described the situation as regrettable. He argued that it is problematic for a party claiming to want to revitalise democracy to use deepfakes on its official account. While acknowledging that both mainstream parties have been attacking rivals' morality, he stated that this particular video crossed a red line by putting words in other people's mouths, a practice he qualified as disinformation.

The issue is not unique to Spain. A recent report by a Wesleyan University research group identified more than 200 ads using AI in the United States ahead of its own midterm elections. Erika Franklin Fowler, co-director of the project, noted that spending on AI-generated ads in the previous cycle was under $50,000, but current usage often lacks disclaimers. This parallel highlights a global trend in the adoption of synthetic media for political ends.

The People's Party has dismissed much of the criticism. Borja Sémper, a party figure, argued that a problem would only exist if there were malicious intent to make the public believe the characters were real. He maintained that the video clearly uses digital tools to highlight perceived Socialist hypocrisy. Most polls indicate that the opposition is favored to win the vote on 29 November, though they will likely require support from the far-right Vox party to form a government.