Judicial Candidates Go Viral: TikTok and Tinder in Mexico’s Groundbreaking Elections

For the first time in Mexico, candidates competing for judicial positions are making their voices heard through innovative and sometimes humorous social media tactics, as campaign restrictions limit traditional advertising avenues.

As Mexico approaches its first nationwide election of judges, the rules governing campaigns diverge sharply from those of political office seekers. Candidates for various judicial roles, including positions on the Supreme Court, are banned from traditional advertising methods like television and radio ads, as well as public financing and campaign contributions. This landscape has spurred many candidates to turn to social media as their primary arena for outreach.

In a refreshingly unconventional approach, one Supreme Court contender likened his experience to the flavorfulfried pork sold from street vendors, while another embraced a playful twist by adopting the persona "Dora the Transformer," a nod to the beloved children’s character. Additionally, a candidate creatively utilized dating apps, suggesting this platform could help voters connect—and discuss justice issues—in a friendly manner.

These ambitious actions take place during a vast electoral process, where nearly 2,700 judicial positions—ranging from the federal level, including the Supreme Court, to local courts—are up for grabs on Sunday. Unlike standard elections where political parties can financially support candidates, this time the government aims to create equitable conditions, thereby restricting external campaign influence.

As aspiring judges tap into their own finances with regulated spending limits, the result is an array of homemade marketing efforts that capture attention—some veering towards the absurd yet engaging. Carlos Odriozola Mariscal, a human rights lawyer and Supreme Court candidate, emphasized the necessity of distinguishing themselves due to the lack of public familiarity.

As this pivotal election nears, these judicial candidates are not just embracing modern technology; they’re redefining the narrative of judicial campaigning in Mexico, paving the way for future elections and the potential for broader citizen engagement.