Free Electoral Advertising Begins in Brazil Amidst AI Debates and Voter Indifference

Free electoral advertising on radio and television for the first round of Brazil's elections began on Friday, September 28. Presidential candidates and federal deputy candidates will begin their broadcasts on Saturday, September 29. President Luiz Inácio Lula da Silva of the PT holds the largest airtime at 5 minutes and 31 seconds, followed by Flávio Bolsonaro of the PL with 4 minutes and 20 seconds. Other candidates with airtime include Ronaldo Caiado of the PSD and Augusto Cury of the Avante party. Candidates without network airtime include Renan Santos of the Missão party and Romeu Zema of the Novo party.

Flávio Bolsonaro's initial radio spots focus on his identity as a lawyer, businessman, and son of Jair Bolsonaro. He addresses public security, economic hardship, and family debt. In an effort to appeal to women, he states that his wife and daughters are in charge at his home. Meanwhile, President Lula is expected to focus on his biography, national sovereignty, and a proposed constitutional amendment to end the 6x1 work schedule. Ronaldo Caiado aims to introduce himself to a wider audience by highlighting his biography and public security, while Augusto Cury intends to present himself as an agent against political polarization.

The start of the advertising period coincides with ongoing discussions at the Superior Electoral Court (TSE) regarding the limits of artificial intelligence and deepfakes in campaigns. While the TSE currently prohibits the use of AI to simulate real people to benefit or harm candidates, the court is expected to further define these rules next week. The PL campaign argues that legislation should not stifle technological advancement, while the Missão party views current restrictions on synthetic content as excessive. The PT has stated it is treating the use of AI with caution while awaiting the TSE's final position.

Analysts suggest that the advertising period faces a challenge of voter disinterest. A Quaest survey indicates that a significant portion of the electorate remains undecided, particularly regarding Senate seats. Some experts argue that while traditional media remains a vital democratic tool for those outside digital bubbles, the current format of advertising is often more about announcing a candidacy than proposing specific policies.