People's Party Faces Backlash Over AI Ad Featuring Prime Minister's Wife

Voters in Spain face a new visual element in their election cycle as the conservative People's Party released a political advertisement this week that utilizes artificial intelligence to recreate the faces of prominent political figures. The clip, distributed on the party's social media platforms, appeared to show individuals associated with the ruling Socialist party admitting to various financial and personal misdeeds. The release has intensified debate over the use of synthetic media in democratic processes just weeks before the general election.

The video reached nearly two million views by Friday. It features a deepfake of Begoña Gómez, the wife of Prime Minister Pedro Sánchez, stating that she obtained a university position due to her husband's political status. Another segment shows former Prime Minister José Luis Rodríguez Zapatero discussing hidden jewelry. Both references align with active investigations, though both individuals have denied any wrongdoing. A third segment includes Leire Díez, a former Socialist member, alluding to efforts to undermine the judiciary.

The Socialist party responded swiftly to the release. Digital Transformation Minister Óscar López criticized the party on television, calling the advertisement a colossal lie. He pointed out that the text identifying the clip as AI-generated was placed at the bottom of the screen in nearly transparent font. López argued that viewers unfamiliar with the technology could easily mistake the synthetic video for real footage.

Leire Díez took legal action on Friday, filing a complaint against the People's Party. She requested the immediate removal of the advert and cited defamation and digital identity theft. Her claim centers on the use of her image to suggest she worked to benefit the Socialist party by compromising law enforcement.

Legal analysis suggests the People's Party is on solid ground. A survey of nine legal experts conducted by El País found that the video is likely not illegal. The consensus is that the clip was clearly labeled and possessed a satirical tone. Íñigo Navarro, a former dean at Comillas Pontifical University in Madrid, noted that the context makes it obvious the figures did not actually speak those words. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, distinguished between the video's legality and its political appropriateness.

Critics argue that the practice sets a dangerous precedent. José Javier Olivas, an associate professor at the National University for Distance Education, described the move as regrettable for a party claiming to revitalise democracy. He stated that putting words in others' mouths constitutes disinformation and that the video crossed a red line. He observed that both major parties have been attacking their rivals' morality, but this specific tactic intensified the emotional tone of the campaign.

The trend is not unique to Spain. In the United States, a Wesleyan University report identified more than 200 AI-generated ads for the upcoming midterms. Erika Franklin Fowler, co-director of the Wesleyan Media Project, noted that spending on such ads in the 2024 cycle was under $50,000. She added that much of the current usage lacks disclaimers, mirroring the criticism leveled at the Spanish clip.

The People's Party has dismissed the outrage. Borja Sémper, a party figure, stated that the issue only exists if there was malicious intent to deceive. He argued that viewers can clearly see the video uses digital tools to expose Socialist hypocrisy. Most polling data indicates the People's Party will win the November 29 election, though they will require support from the far-right Vox party to form a government.