Mexico’s Judicial Candidates Turn to TikTok and Tinder Amid Strict Campaign Rules

Judicial candidates in Mexico were prohibited from purchasing advertisements on television, radio, billboards, or online platforms. They also faced bans on public funding and campaign donations, while organizing national debates proved nearly impossible.

As a result, candidates seeking judicial positions across the country have primarily relied on social media to reach voters.

One widely shared video featured a Supreme Court hopeful comparing his experience to the popular fried pork sold on city streets. Another candidate adopted the persona “Dora the Transformer,” inspired by the cartoon character Dora the Explorer. Yet another used dating applications, inviting potential voters to “match with justice” and discuss key issues.

These stringent campaign restrictions differ from the more conventional rules applied to presidential or congressional elections. This Sunday marks Mexico’s first comprehensive judicial elections, where citizens will elect nearly 2,700 judicial officials at federal and state levels, including Supreme Court justices chosen nationally and various local judicial officers.

Unlike other elections where political parties finance their candidates, officials have stated that these rules aim to ensure fairness among contestants and minimize external influences.

Consequently, judicial hopefuls have had to fund their campaigns with personal resources under strict spending caps, resulting in homemade, sometimes extravagant, and humorous social media campaigns designed to garner attention.

“We are not well-known figures, so we must find ways to stand out,” said Carlos Odriozola Mariscal, a 54-year-old longtime attorney and founder of a human rights nonprofit, who has incorporated dating apps into his Supreme Court campaign to engage voters.