Spain’s conservative People’s Party released a political advertisement this week that used artificial intelligence to generate deepfake videos of prominent figures associated with the ruling Socialist party. The video manipulated likenesses of various individuals to depict them making admissions about misconduct, including soliciting prostitutes and accepting bribes. One AI-generated segment featured Prime Minister Pedro Sánchez’s wife, Begoña Gómez, discussing how she obtained a university position through her husband’s influence, while another deepfake showed former Socialist president José Luis Rodríguez Zapatero discussing hidden jewelry. These scenarios reference ongoing investigations in which both individuals have denied involvement in wrongdoing.
The Socialist party responded quickly to the ad, which accumulated nearly 2 million views by Friday. Spain’s digital transformation minister Óscar López criticized the video for presenting falsehoods and expressed concern about the risks of AI manipulation, noting that viewers unfamiliar with synthetic media technology might mistake the fabricated content for authentic footage. Although the video included a disclosure stating it was AI-generated, the disclaimer appeared in small, nearly transparent text. One individual whose likeness appeared in the advertisement filed a legal complaint against the party, alleging defamation and digital identity theft.
Legal experts consulted by Spanish media outlets largely concluded the advertisement did not violate existing laws, given the AI disclosure and satirical context. However, academics raised ethical and political concerns about the precedent being set. Researchers studying disinformation noted that regardless of legality, the video represents a significant departure from conventional campaign practices and raises questions about democratic norms.
The Spanish controversy occurs as AI-generated political content becomes increasingly prevalent globally. In the United States, researchers identified over 200 AI-enhanced political advertisements ahead of the midterm elections, with minimal mandatory disclosure requirements. Current polling indicates the People’s Party is positioned to win Spain’s general election scheduled for 29 November, though the party would require support from the far-right Vox party to establish a governing majority.
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