People's Party Faces Legal Challenge Over AI Video of Sánchez's Wife

The People's Party released a political advertisement this week that uses artificial intelligence to mimic the voices and faces of key figures in Spain's ruling Socialist party. The video features an AI-generated version of Begoña Gómez, the wife of Prime Minister Pedro Sánchez, discussing how she obtained a university position due to her husband's influence. It also includes a deepfake of former prime minister José Luis Rodríguez Zapatero describing the hiding of jewelry in a safe. Both individuals have denied wrongdoing in the matters referenced in the clip.

The advertisement, posted on the party's social media channels, has amassed nearly two million views as of Friday. The Socialist party responded swiftly to the controversy. Digital transformation minister Óscar López told broadcaster TVE that the ad tells a colossal lie. He pointed out that the label indicating the content was AI-generated appeared in tiny, nearly transparent text at the bottom of the screen. López warned that viewers unfamiliar with the technology might mistake the footage for reality.

Legal action followed the political backlash. Leire Díez, a former Socialist party member whose likeness was used in the video, filed a court complaint against the People's Party on Friday. She requested the immediate removal of the advertisement. The complaint alleges defamation and digital identity theft. The video uses Díez's image to allude to accusations that she worked to undermine the judiciary and law enforcement to benefit the Socialists.

Legal experts are divided on the implications of the case. Nine legal professionals consulted by the newspaper El País agreed that the video is likely not illegal because it is labeled as AI-generated and maintains a satirical tone. Íñigo Navarro, a former dean of the law faculty at Madrid's Comillas Pontifical University, stated that the context makes it clear to viewers that the people 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 whether the video is appropriate or ethically correct.

Academic observers have criticized the move despite the legal defenses. José Javier Olivas, an associate professor at Spain's National University for Distance Education, described the use of deepfakes by a party claiming to revitalise democracy as regrettable. He argued that the video crossed a red line by putting words in other people's mouths, a practice he qualifies as disinformation. Olivas noted that both mainstream parties have been attacking their rivals' morality, but this specific use of AI stands out.

The situation in Spain mirrors trends in the United States ahead of its midterm elections next month. A report from a Wesleyan University research group identified more than 200 ads using AI, most of which were tied to Republicans. Erika Franklin Fowler, co-director of the Wesleyan Media Project, noted that less than $50,000 was spent on AI-generated ads during the 2024 cycle. She observed that much of the current usage carries no disclaimer.

The People's Party has dismissed the criticism surrounding the advertisement. Party figure Borja Sémper stated that a problem would exist only if there had been malicious intent to make people believe the characters were real. He argued that the video uses digital tools to highlight Socialist hypocrisy. Most current polls suggest the People's Party will win the general election on November 29, though they will likely need support from the far-right Vox party to form a government.

The dispute has opened a wider discussion about the role of artificial intelligence in Spanish politics. The video seems to show the imitated figures confessing to soliciting prostitutes and accepting kickbacks. These references point to ongoing investigations. The clarity of the AI label and the satirical tone remain central to the legal arguments being made in court.