Toronto mayoral candidates targeted by negative websites and fake social media video

It’s become the norm to see and hear things during an election campaign that goes beyond candidates telling you what they stand for.

There is inevitably negative messaging that comes along, including from third parties. But the Toronto mayoral election is unlike anything we’ve seen before.

Those messages circulating on websites and social media are the focus of targeted campaigns, including videos that look and sound like mayoral candidates. One from a Twitter account called @BradFactsTO re-edits a video released by his campaign and includes a voice that sounds like him. What you hear, however, is fake and likely uses artificial intelligence (AI).

(Example of Twitter account with fake video)

It’s time. Toronto needs more talk, less action. Let’s do this #Toronto #TOPoli pic.twitter.com/97Eu7iR7OJ

— Bailão & Bradford Facts (Archived) (@BradfordFactsTO) April 4, 2023

“This speaks to the fact that just how easy it is how difficult it is to decipher fact from fiction. And all you need is an internet connection, a computer and a little bit of time. You can create videos that can deceive the average person,” said Digital and Cybersecurity strategist Ritesh Kotak.

The same was done with a video created by the Mark Saunders campaign, a fake video that sounds just like him, from what looks like a different account on Twitter called @msaunderfacts.

If Toronto is broken, then ???????????????? ???????????????????????????????? ???????????????????????? ???????????????????? ????????.

Do ???????????? vote ???????????????? ???????????????????????????????? for Toronto Mayor. pic.twitter.com/71qC4C5pre

— Mark Saunders Facts (@msaundersfacts) April 10, 2023

“This is a prime example of how technology is weaponized against communities. You take something that is a particular piece of media and turn it upside down to fool the average individual. And these software pieces are becoming cheaper, more readily available, and even more accurate,” added Kotak.

RELATED: What responsibility do social media platforms have in filtering AI-generated content?

The various websites and social media accounts, set up by groups claiming to be “concerned citizens,” are seemingly fact-checking candidates, including Bradford, Saunders and Ana Bailão. The websites include, what they say, are details on some of the candidate’s city council voting records.

At the bottom of some sites, they state they are not affiliated with any mayoral campaigns and do not receive funding from lobbyists or developers.

“We shouldn’t be surprised that techniques have become all too common,” said Wayne Petrozzi, a professor emeritus in politics for Toronto Metropolitan University. “The reality is that the techniques are inexpensive by any measure of time, resources, skill sets.”

The Saunders campaign told CityNews that “leadership sometimes means having a target on your back” while including candidate Josh Matlow’s images in the released material.

“We don’t get too distracted by bots, fake accounts and other social media antics,” the Saunders campaign added.

Other candidates say they are approaching things differently with their campaigns.

“There are a lot of ideas being put forward. I’m focused on discussing my plans and the ideas we’re putting forward about fixing the services,” said mayoral candidate Bailão.

The Municipal Elections Act does state that advertisers, including third parties, must include a name and contact information, or the municipality can request that information be removed.

Mayoral candidate Matlow said he hopes every campaign will take the high road.

“This is a great opportunity in the mayoral election to have a thoughtful and inspirational contest of visions and ideas for our city. We’re facing many challenges, and I hope that every candidate takes that seriously and presents their vision for the city.”

With files from Meredith Bond