UK media regulator Ofcom has welcomed new restrictions imposed on Grok, the artificial intelligence chatbot integrated into X, aimed at preventing the generation and manipulation of sexualised images. However, the regulator has confirmed that its formal investigation into the platform remains ongoing.
In a statement, Ofcom said it is continuing to seek clarity on how the issue occurred and what corrective measures are being put in place. The development follows heightened criticism in the UK and the United States over Grok’s image-editing capabilities, which had allowed users to manipulate images of real people in ways widely condemned as harmful and inappropriate.
X has since announced that Grok will no longer be able to alter images of real individuals to make them appear undressed or in revealing clothing. The company said it has implemented technical safeguards to prevent the editing or generation of images depicting real people in attire such as bikinis or underwear.
“These restrictions apply to all users, including paid subscribers,” the company said, adding that the feature has been geoblocked in jurisdictions where such content is illegal. Image generation and editing on Grok will now be limited, with additional controls applied depending on local laws.
The move comes after several days of public outcry, particularly following reports that the tool could be misused to manipulate images of children. That controversy prompted Ofcom to launch an investigation into X earlier this week.
While welcoming the changes, Ofcom stressed that they do not bring the matter to a close. “X has said it has 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,” an Ofcom spokesperson said.
Prime Minister Keir Starmer had earlier described the reports surrounding Grok as “disgusting” and “shameful,” warning that the government would not hesitate to take further action if the platform failed to respond. Following X’s announcement, a Downing Street source said the decision represented a vindication of the Prime Minister’s stance, noting his commitment to protecting vulnerable people from online harm.
Elon Musk had previously maintained that Grok was designed to refuse illegal content and suggested that misuse of the system may have involved deliberate attempts to circumvent safeguards. Despite the new measures, experts have noted that geoblocking can potentially be bypassed using tools such as virtual private networks (VPNs), raising ongoing questions about enforcement.
Ofcom said it will continue to work “round the clock” to assess compliance and ensure that adequate protections are in place to prevent future misuse of the technology.
