UK media regulator Ofcom launches investigation into X Grok's deepfake images

Britain’s media regulator, Ofcom, has opened an investigation into X, the microblogging and social networking platform owned by Elon Musk, amid concerns that its artificial intelligence chatbot, Grok, is being used to generate sexually explicit deepfake images. The probe will assess whether the platform has breached its legal obligations to protect users in the United Kingdom from illegal content, including non-consensual intimate images and child sexual abuse material.

The move comes as the UK government fast-tracks the introduction of a new criminal offence targeting the creation of sexual deepfakes, set to come into force this week. Describing such imagery as “weapons of abuse,” the government has also signalled further legislation aimed at tackling the problem at its source, including proposals to outlaw platforms from offering tools specifically designed to create deepfakes.

Prime Minister Keir Starmer has labelled the images generated by the tool as unlawful and deeply disturbing, underscoring the seriousness with which the issue is being treated. Technology Secretary Liz Kendall has echoed those concerns, calling for swift action and warning that any delay would be unacceptable to victims and the wider public.

Ofcom said it has received deeply troubling reports that Grok is being used to create and disseminate illegal material, including sexualised images of adults produced without consent and content involving children. The regulator will examine whether X acted promptly to remove such material once it became aware of it, and whether sufficient safeguards—such as robust age-verification measures—were in place to prevent children from accessing pornographic content.

If Ofcom finds that X has breached its duties, it can impose fines of up to 10% of the company’s global annual revenue or £18 million, whichever is higher. In the most serious cases, the regulator can also seek court orders requiring internet service providers to block access to the platform in the UK.

The investigation adds to growing international scrutiny of X, which is already facing regulatory and legal challenges in several jurisdictions, including parts of Europe and Asia. Backlash over Grok’s image-generation capabilities has recently prompted temporary restrictions in countries such as Malaysia and Indonesia, highlighting mounting global concern over the misuse of generative AI tools.