LONDON: Britain’s media regulator has launched an investigation into Elon Musk’s X over concerns its Grok AI chatbot was creating sexually intimate deepfake images in violation of its duty to protect people from illegal content.

The Ofcom probe piles additional pressure on the social media platform of the world’s richest man, which is already facing a growing public outcry as well as criminal and regulatory probes around the world, from France to India.

“Reports of Grok being used to create and share illegal non-consensual intimate images and child sexual abuse material on X have been deeply concerning,” it said in a statement.

Platforms must protect people in Britain from illegal content, the regulator said, adding that it would not “hesitate to investigate where we suspect companies are failing in their duties, especially where there’s a risk of harm to children”.

When asked on Monday about the investigation, X pointed to a previous statement in which it said it takes action against illegal content on the platform, including child sexual abuse material, by removing it, permanently suspending accounts, and working with governments and law enforcement as necessary.

“Anyone using or prompting Grok to make illegal content will suffer the same consequences as if they upload illegal content,” it said.

Starmer terms Grok images disgusting

The regulator is under pressure to act after Prime Minister Keir Starmer called the images produced by Grok “disgusting” and “unlawful”.

Musk’s X had to “get a grip” on Grok, he added.

Following initial action against porn sites that did not have effective age checks, the Grok case will likely be the first big test of Britain’s online safety law, which was enacted in 2023 but is being implemented in stages by Ofcom.

Asked on Monday whether X could be banned, Business Secretary Peter Kyle said: “Yes, of course,” but he noted that the power to do so lay with Ofcom.

Musk wrote that in focusing on Grok and X, Britain “just wants to suppress free speech”.

A spokesperson for Starmer rejected that claim, saying the government was concerned about child sexual abuse imagery and violence against women and girls.

“It is wrong, it is unlawful and we are not going to tolerate it,” the spokesperson said.

Tech minister Liz Kendall welcomed Ofcom’s formal investigation, adding that it must be completed swiftly.

Creating or sharing non-consensual intimate images or child sexual abuse material, including AI-generated sexual imagery, is illegal in Britain.

Additionally, tech platforms must prevent British users from encountering illegal content and remove it once they become aware of it.

International outcry

X has faced condemnation in other countries over the feature, which can produce images of women and minors in skimpy clothing.

French officials have reported X to prosecutors and regulators, calling the content “manifestly illegal”, while Indian authorities have also demanded explanations. Indonesia and Malaysia temporarily blocked Grok over the weekend.

Published in Dawn, January 13th, 2026