Elon Musk's social media platform X has announced sweeping new restrictions on its integrated Grok AI tool, specifically targeting its ability to generate and manipulate images of real people. The move comes amid a significant public and political backlash in the United Kingdom and a formal investigation by the communications regulator, Ofcom.
What has X announced?
On Wednesday, X stated it had implemented "technical measures" to prevent its @Grok account from editing images of real people to appear in revealing clothing, such as bikinis. Previously, users could request such manipulations directly through the account, with results posted on the platform. This restriction will apply universally, affecting all of X's estimated 300 million monthly users, including its up to 2.6 million paying subscribers.
Furthermore, the core ability to create and edit any images via the @Grok account will now be limited to subscribers only. X argues this measure will make it easier to trace individuals who attempt to break the law or violate platform policies.
The company is also introducing geoblocking for specific countries. This will limit users in jurisdictions where generating such imagery is illegal from creating images of real people in bikinis or underwear via both the @Grok account and the Grok button inside the X app. This process is also expected to apply to the standalone Grok app, owned by X's parent company xAI. Given that distributing intimate images without consent ("revenge porn") is illegal in the UK, geoblocking will be applied there.
UK Government Reaction and Ofcom's Role
The announcement was welcomed by the UK government. A Downing Street source described it as a "vindication" for Prime Minister Keir Starmer, who had previously condemned the flood of AI-generated stripped images as "disgusting" and "shameful". UK Tech Secretary Liz Kendall stated she welcomed the move but emphasised that the facts behind the incident must still be "fully and robustly established" by Ofcom's ongoing investigation.
Last week, the government indicated it would support Ofcom if it decided to use its full powers under the Online Safety Act (OSA), which theoretically includes imposing a UK-wide ban on the platform.
Does X Still Face Punishment?
Despite X's actions, Ofcom confirmed on Thursday that its formal investigation remains active. The regulator stated, "This is a welcome development. However, our formal investigation remains ongoing. We are working round the clock to progress this and get answers into what went wrong and what's being done to fix it."
Ofcom is examining whether X breached the OSA in several key areas, including:
- Failing to properly assess the risk of users encountering illegal content.
- Not taking adequate steps to prevent access to illegal material like intimate image abuse and child sexual abuse content.
- Not removing illegal material swiftly enough.
- Failing to protect users from privacy law breaches and not implementing effective age verification for pornography.
If found in breach, X could face a fine of up to 10% of its global turnover or be forced to take specific remedial actions.
Professor Lorna Woods, an internet law expert at the University of Essex, noted that "If the technical measures that X has taken work, then banning the platform is reduced as a possibility." A ban is considered a last-resort "nuclear option" under the OSA for serious, persistent breaches.
As Ofcom's highest-profile case to date, the outcome is being closely watched. The regulator may decide to issue a substantial fine to set a precedent, or it could conclude that X's new measures bring it into compliance and close the case, similar to its recent resolution with Snapchat.
