One in three voters saw deepfakes of politicians ahead of local elections, poll shows

New polling by Opinium for the think tank Demos shows that 30% of UK adults encountered deepfakes or AI-generated content about election candidates in the month before the 2026 local elections. The survey, conducted between April 30 and May 6, found that 16.5 million people were exposed to such material, with 16% seeing it more than five times. Labour and Reform leaders were most frequently deepfaked, raising concerns ahead of the Makerfield by-election, where Andy Burnham’s victory could trigger a challenge to Sir Keir Starmer’s leadership. Demos has labeled the situation a 'democratic emergency,' calling for urgent government action to regulate deepfakes under the Representation of the People Bill. The think tank’s earlier proposals for clearer legal responsibilities for platforms and developers were rejected by the government. The Electoral Commission is testing a deepfake detection pilot, but results won’t be available for six months. Chi Onwurah, chair of the Science, Innovation and Technology Committee, warned that current safeguards are ineffective. She emphasized the risks posed by deepfakes, particularly from hostile actors like the Kremlin, and urged stronger protections for voters. The committee previously pressed tech companies on AI misinformation without satisfactory responses. The Makerfield by-election, set for early June, is seen as pivotal, with Burnham expected to challenge Starmer if he wins. The poll highlights growing concerns over AI’s role in elections, with Demos stressing the need for accountability before the next general election.