Deepfake ad targeting PM's wife sparks debate in Spain

With general elections scheduled for next month, Spain is facing a sharp divide over the role of artificial intelligence in political messaging. The controversy centers on a new advertisement that has quickly become a focal point for debate.

The People's Party, the main opposition group, released the video on its social media platforms this week. The clip used AI tools to create likenesses of several figures associated with Prime Minister Pedro Sánchez's Socialist party. In the footage, these digital avatars appear to confess to various actions, such as hiring escorts and accepting financial favors. One specific segment features an AI-generated version of Begoña Gómez, the prime minister's wife, discussing a university position. Another shows former prime minister José Luis Rodríguez Zapatero talking about hiding jewelry in a safe. Both individuals have denied any wrongdoing in the real-world investigations referenced by the ad. By Friday, the video had accumulated nearly two million views.

The Socialist party responded with swift criticism. Digital transformation minister Óscar López told TVE that the ad was telling people a colossal lie. He noted that while an AI label was present, it appeared in tiny, nearly transparent text at the bottom of the screen. He warned that viewers unfamiliar with the technology might easily mistake the clip for reality. Leire Díez, a former party member whose image was used, filed a court complaint on Friday. She asked for the ad's immediate removal and accused the party of defamation and digital identity theft.

Legal experts generally side with the opposition party. Most of nine specialists consulted by El País agreed the video was not illegal because it was labeled as AI-generated and had a satirical tone. Íñigo Navarro, a former dean at Madrid's Comillas Pontifical University, said the context made it clear the people did not actually say those things. Juan Antonio Lascuraín, a criminal law professor, emphasized that legality is separate from questions of political ethics or appropriateness.

José Javier Olivas, an associate professor studying populism and AI biases, described the move as regrettable. He stated that while both mainstream parties attack rivals' morality, this video crossed a red line by putting words in other people's mouths. He characterized the act as disinformation. The issue is also gaining traction in the United States ahead of midterm elections. A recent report found more than 200 AI ads, most tied to Republicans. Erika Franklin Fowler of the Wesleyan Media Project noted that spending on such ads was under $50,000 in the 2024 cycle, and that many current uses lack disclaimers.

The People's Party has dismissed the criticism. Party figure Borja Sémper argued that a problem only exists if there was malicious intent to deceive. He maintained that the video clearly uses digital tools to highlight Socialist hypocrisy. Most polls suggest the PP will win the election on November 29, though they will likely need support from the far-right Vox party to form a government.

The next major step is the general election itself. Voters will head to the polls on November 29 to decide the next leadership. The outcome will determine how the country navigates this new era of digital political campaigning.