Spain's Election Fight Turns Digital as AI Video Targets Prime Minister's Wife

A new political advertisement from Spain's main opposition party has triggered a sharp dispute over the use of artificial intelligence in electioneering. The clip, released by the conservative People's Party, features AI-manipulated images of figures linked to the ruling Socialist party. The video portrays these individuals admitting to controversial acts, including soliciting prostitutes and accepting financial kickbacks. This move has intensified tensions as the country prepares for general elections next month.

The controversy centers on a specific segment involving Begoña Gómez, the wife of Prime Minister Pedro Sánchez. In the footage, an AI-generated version of Gómez discusses obtaining a university position due to her husband's political role. Another portion features former Prime Minister José Luis Rodríguez Zapatero speaking about hiding jewelry in a safe. Both scenes reference ongoing investigations into the Socialist party, though Gómez and Zapatero have denied any wrongdoing.

The video was posted on the People's Party's social media channels earlier this week. By Friday, it had accumulated nearly 2 million views. The Socialist party responded swiftly to the release. Óscar López, the digital transformation minister, criticized the ad in an interview with broadcaster TVE. He described the clip as a colossal lie told through official party accounts. López pointed out that the label indicating the content was AI-generated appeared in tiny, nearly transparent text at the bottom of the screen. He warned that viewers unfamiliar with digital tools could easily mistake the footage for reality.

Legal action followed the political reaction. On Friday, Leire Díez, a former Socialist party member whose likeness was used in the ad, filed a court complaint against the People's Party. She requested the immediate removal of the advertisement. Díez accused the party of defamation and digital identity theft. She noted that the video used her image to suggest she worked to undermine the judiciary and law enforcement for the benefit of the Socialists.

Legal experts generally side with the People's Party regarding the legality of the clip. El País consulted nine legal specialists, and most agreed the video was not illegal. They cited the fact that the ad was labelled as AI-generated and maintained a satirical tone. Íñigo Navarro, a former dean of the law faculty at Madrid's Comillas Pontifical University, stated that the context made it clear to viewers that the people in the video 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 questions of appropriateness or ethical correctness.

Academic observers have expressed mixed views on the tactic. José Javier Olivas, an associate professor at Spain's National University for Distance Education, studies populism and AI biases. He called it regrettable that a party claiming to want to revitalise democracy would use deepfakes from its official account. Olivas argued that while both mainstream parties attack rivals' morality, this video crossed a red line. He defined putting words in other people's mouths as a form of disinformation.

The People's Party has dismissed the criticism. Party figure Borja Sémper stated that a problem would exist only if there was malicious intent to make viewers believe the characters were real. He argued that everyone can see the video uses digital tools to highlight Socialist hypocrisy. Sémper suggested the ad serves its purpose by using recognizable faces to convey a message about the opposition.

This dispute in Spain mirrors trends emerging in the United States ahead of its midterm elections. A recent report by a Wesleyan University research group identified more than 200 ads using AI in the US. Most of these ads were tied to Republican candidates. Erika Franklin Fowler, co-director of the Wesleyan Media Project, noted that less than $50,000 was spent on AI-generated ads in the 2024 cycle. She observed that much of the current use carries no disclaimer, raising similar concerns about transparency.

The outcome of the 29 November election will determine the next government. Most polls suggest the People's Party will win the election but will need support from the far-right Vox party to form a government. The debate over the deepfake ad remains a central point of contention as voters weigh their choices.