Spanish Party Uses Deepfake in Ad

Spain's conservative People's Party released a political advertisement on social media this week that used artificial intelligence to recreate the voices and faces of figures in the ruling Socialist party. The clip, which gained nearly two million views by Friday, depicts an AI-generated version of Begoña Gómez, the wife of Prime Minister Pedro Sánchez, discussing how she obtained a university position. Another segment features a deepfake of former prime minister José Luis Rodríguez Zapatero talking about hiding jewelry in a safe. Both scenarios reference current legal investigations, though both individuals have publicly denied any wrongdoing.

The video also included a deepfake of Leire Díez, a former Socialist party member. She filed a court complaint against the People's Party on Friday, seeking immediate removal of the ad. Díez accused the party of defamation and digital identity theft, claiming the video implied she worked to undermine the judiciary and law enforcement to aid her former party.

Digital transformation minister Óscar López criticized the move in an interview with TVE. He described the ad as a "colossal lie" and argued that using a party's official channels for such content was intolerable. López pointed out that the AI label was printed in tiny, nearly transparent text at the bottom of the screen. He warned that viewers unfamiliar with the technology could easily mistake the simulation for reality.

Legal experts suggest the People's Party has a strong defense. Nine specialists consulted by the newspaper El País agreed the video likely does not violate the law because it was labeled as AI-generated and maintained a satirical tone. Íñigo Navarro, a former dean at Madrid's Comillas Pontifical University, noted that context makes it clear the figures did not actually speak the lines. Juan Antonio Lascuraín, a criminal law professor at the Autonomous University of Madrid, distinguished between the legality of the ad and its ethical or political appropriateness.

José Javier Olivas, an associate professor at Spain's National University for Distance Education, called the use of deepfakes regrettable. He stated that while both mainstream parties attack rivals' morality, this video crossed a "red line." Olivas argued that placing fabricated words in other people's mouths qualifies as disinformation, particularly for a party claiming to want to revitalise democracy.

The controversy mirrors trends in the United States ahead of its midterm elections. A recent report from the Wesleyan Media Project identified more than 200 ads using AI, most associated with Republicans. Erika Franklin Fowler, co-director of the project, noted that spending on AI-generated ads in the 2024 cycle was under $50,000. She observed that much of the current usage lacks disclaimers, unlike the Spanish ad which included a visible, albeit small, label.

The People's Party has dismissed the backlash. Party figure Borja Sémper stated that a problem would exist only if there was malicious intent to deceive viewers into believing the characters were real. He argued that the digital tools used clearly highlight Socialist hypocrisy. Most polls indicate the People's Party will win the general election on 29 November. The party will likely need support from the far-right Vox party to form a government.