The UK communications regulator, Ofcom, has stated it welcomes new restrictions imposed by X on its Grok AI chatbot to prevent the generation of sexualised images. However, the watchdog has emphasised that its formal investigation into the platform, launched earlier this week, remains "ongoing".
Mounting Pressure Leads to Platform Action
The controversy erupted after reports that Grok's image-editing capabilities were being used, among other abuses, to manipulate pictures of children to sexualise them. This sparked a days-long outcry and led to UK government ministers threatening action against X, the platform owned by billionaire Elon Musk.
In response to the mounting political and public pressure, X announced on Thursday, 15 January 2026, that it had implemented technological measures. The company stated: "We have implemented technological measures to prevent the Grok account from allowing the editing of images of real people in revealing clothing such as bikinis." This restriction applies to all users, including paid subscribers.
Furthermore, X said it would now geoblock the ability for all users to generate images of real people in bikinis, underwear, and similar attire via Grok in jurisdictions where such content is illegal.
A 'Vindication' for Starmer as Ofcom Presses On
Following the announcement, a Downing Street source said Elon Musk's pledge to stop Grok making sexualised images was a "vindication for Keir Starmer". The Prime Minister had earlier condemned the AI tool as "disgusting" and "shameful," vowing the government would not "back down" if X did not act.
Technology Secretary Liz Kendall welcomed X's move but stressed she would "expect the facts to be fully and robustly established by Ofcom's ongoing investigation." She reaffirmed the government's commitment to the Online Safety Act, which gives regulators the power to hold social media platforms to account.
An Ofcom spokesperson confirmed: "X has said it's implemented measures to prevent the Grok account from being used to create intimate images of people. This is a welcome development. However, our formal investigation remains ongoing." The regulator added it is working to get answers on what went wrong and what is being done to fix it.
Potential Consequences and Ongoing Scrutiny
Under the Online Safety Act, Ofcom has significant enforcement powers. If X is found to be non-compliant, the regulator can issue a fine of up to 10% of its global revenue or £18 million, whichever is higher. In extreme cases, it can seek court approval to block the site in the UK.
Elon Musk, who has previously clashed with Sir Keir Starmer, had earlier claimed Grok was designed to refuse illegal content and suggested "adversarial hacking" was to blame. The controversy also saw Reform UK leader Nigel Farage align with Musk, arguing a potential ban would be an attack on free speech.
While the new geoblocking measures are a step forward, critics note they could potentially be circumvented using a VPN. Ofcom's continued investigation indicates that the platform's actions and safeguards will remain under intense scrutiny in the coming weeks.
