Elon Musk's social media platform X has announced significant new restrictions on its artificial intelligence chatbot, Grok, specifically targeting its ability to edit images of people in revealing attire. The move comes directly after the UK's media regulator, Ofcom, launched a formal investigation into the platform.
Ofcom Investigation Prompts Swift Action
The crackdown was triggered by mounting safety concerns and reports that Grok's features were being used to manipulate and sexualise images of women and children. Ofcom initiated its probe earlier this week, examining whether X had breached its legal duties concerning harmful content.
In a statement posted on the platform on Wednesday, 15 January 2026, X outlined the new safeguards. The company stated it had imposed restrictions on the "editing of images of real people in revealing clothing such as bikinis." This policy is now enforced through geoblocking technology.
"We now geoblock the ability of all users to generate images of real people in bikinis, underwear, and similar attire via the Grok account... in those jurisdictions where it's illegal," the company confirmed. These restrictions apply universally, including to paying subscribers, though general image creation remains a premium feature.
Government and Musk Respond to Mounting Pressure
Prime Minister Sir Keir Starmer addressed the issue during Prime Minister's Questions, welcoming X's initial action but vowing that the government would not retreat. He reiterated his condemnation of the AI's prior capabilities as "disgusting" and "shameful."
Sir Keir pledged full government backing for Ofcom's ongoing independent investigation, warning, "We will take the necessary measures. We will strengthen existing laws and prepare for legislation if it needs to go further." His official spokesman later clarified the Prime Minister was responding to reports of changes on the platform that morning.
Technology Secretary Liz Kendall offered stronger criticism, accusing X of "monetising abuse" by limiting some of Grok's functions to paying subscribers. She confirmed that new legislation, creating a criminal offence for generating non-consensual intimate images, would come into force this week following the Grok controversy.
Elon Musk, for his part, claimed on X that Grok's operating principle is to obey local laws and refuse illegal content. He suggested that any generation of sexualised imagery was due to "adversarial hacking." Musk also clarified that, with NSFW settings enabled, the AI is designed to allow upper-body nudity of fictional adults, aligning with content in R-rated movies, a standard he noted varies by country.
Broader Scrutiny on Social Media Platforms
The incident has amplified wider scrutiny of social media firms' roles in moderating harmful AI content and disinformation. Also on Wednesday, the Commons Foreign Affairs Committee summoned X and other major platforms to answer questions in Parliament about the threat of foreign disinformation targeting the UK online.
As the situation develops, the government has stated it is "keeping a close watch", with Ofcom retaining the power to take severe action, including a potential effective ban of the platform in the UK, if compliance is not fully achieved.
