Nearly 2 Million Views for Deepfake Ad Sparking Spanish Election Debate

Spain’s political landscape is already tense as the country prepares for a general election next month. The tension escalated sharply this week when a major opposition party released an artificial intelligence generated video that has captured the attention of millions.

The People’s Party posted the clip to its social media channels early in the week. The advertisement used deepfake technology to recreate the likenesses of several figures associated with Prime Minister Pedro Sánchez and his Socialist Party. In the video, these figures appear to confess to various scandals. One segment shows an AI version of Begoña Gómez, the prime minister’s wife, discussing how she obtained a university position due to her husband’s office. Another features former prime minister José Luis Rodríguez Zapatero speaking about hiding jewelry in a safe. Both scenarios reference ongoing investigations, and both individuals have denied any wrongdoing.

The video has already amassed nearly 2 million views by Friday. The Socialist Party moved swiftly to counter the narrative. Digital transformation minister Óscar López addressed the issue on TVE, describing the ad as a colossal lie. He noted that the AI label was placed in tiny, nearly transparent text at the bottom of the screen. López warned that voters unfamiliar with artificial intelligence could easily mistake the simulation for reality, calling the practice intolerable for an official party account.

Legal and political reactions have been mixed. Leire Díez, a former Socialist member whose likeness was used in the ad, filed a court complaint against the People’s Party on Friday. She requested immediate removal of the video and accused the party of defamation and digital identity theft. She argued that the ad implied she worked to undermine the judiciary and law enforcement to benefit her former party.

Legal experts generally support the opposition party’s position. Nine legal specialists consulted by El País agreed that the video is not illegal because it is labeled as AI-generated and maintains a satirical tone. Íñigo Navarro, a former dean at Madrid’s Comillas Pontifical University, stated that the context makes it clear the individuals did not actually say those things. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, emphasized that legality is distinct from ethical appropriateness.

Critics argue the move crosses a line of digital decorum. José Javier Olivas, an associate professor studying populism and AI biases at Spain’s National University for Distance Education, called the use of deepfakes by a party claiming to revitalize democracy regrettable. He described the video as crossing a red line and qualified the act of putting words in others’ mouths as disinformation. He noted that both mainstream parties are attacking rivals’ morality, but this specific tactic feels particularly invasive.

The debate in Spain mirrors emerging trends in the United States. Ahead of next month’s midterm elections, a Wesleyan University research group identified over 200 ads using AI, most tied to Republicans. Erika Franklin Fowler, co-director of the Wesleyan Media Project, noted that less than $50,000 was spent on AI ads in the 2024 cycle. She observed that much of the current usage lacks clear disclaimers, raising concerns about transparency.

The People’s Party has dismissed the criticism as overblown. Party figure Borja Sémper stated that a problem would only exist if there were malicious intent to deceive viewers into thinking the characters were real. He argued that the digital tools are used to highlight Socialist hypocrisy. Current polls suggest the People’s Party will win the November 29 election but will require support from the far-right Vox party to form a government.