Elon Musk's social media platform X has imposed significant new restrictions on its artificial intelligence chatbot, Grok, blocking its ability to generate sexualised images of real people. This move follows intense pressure from the UK government and a looming new law targeting the creation of non-consensual deepfake content.
A Government Standoff and a Tech Climbdown
The controversy erupted after reports that Grok, an AI tool integrated into X, was being used to create sexually explicit imagery, including content that could constitute child sexual abuse material. This prompted Ofcom, the UK communications regulator, to launch an investigation into claims the tool was being used to digitally undress individuals without their consent.
In response, Prime Minister Sir Keir Starmer's government announced it would expedite legislation making the creation of non-consensual sexual images a specific offence. The row escalated when Mr Musk accused the British government of being "fascist" and attempting to curb free speech.
New Geo-Blocked Restrictions on Grok
Facing the prospect of new legal consequences, X announced a policy reversal on Wednesday, 15 January 2026. In a statement on the platform, the company said it had imposed restrictions on "editing of images of real people in revealing clothing such as bikinis."
The company elaborated, stating: "We now geoblock the ability of all users to generate images of real people in bikinis, underwear, and similar attire via the Grok account and in Grok in X in those jurisdictions where it’s illegal." This restriction applies globally to all users, including paying subscribers, though general image creation remains a premium feature.
Musk sought to clarify the AI's intended function, explaining that with NSFW settings enabled, Grok is "supposed to allow upper body nudity of imaginary adult humans (not real ones) consistent with what can be seen in R-rated movies." He attributed any generation of illegal content to "adversarial hacking" and asserted the chatbot's operating principle is to obey local laws.
Starmer's 'Welcome' but Firm Stance
The climbdown represents a notable political victory for Sir Keir Starmer, who had vowed not to back down in the confrontation with the tech billionaire. Speaking at Prime Minister's Questions on Wednesday, Starmer condemned the misuse of Grok as "disgusting" and "shameful" and pledged full support for Ofcom's investigation.
He welcomed reports of X's compliance but remained resolute: "I have been informed this morning that X is acting to ensure full compliance with UK law. If so, that is welcome, but we’re not going to back down. They must act." A subsequent government statement confirmed authorities were "keeping a close watch on the situation."
The immediate reality of the threat was underscored by Labour MP Emily Darlington, who revealed that minutes after her question to the PM in Parliament, individuals had requested AI-generated nude and bikini images of her from Grok. She noted the tool did not fulfil these requests, suggesting the new restrictions were already in effect.
Concurrently, the Commons Foreign Affairs Committee has summoned X and other social media firms to answer questions in Parliament about the threat of foreign disinformation campaigns targeting the UK online, broadening the scrutiny on platform governance.
