'If X Can't Control Grok, We Will' — UK Signals End of Self-Regulation for Musk's Platform

The recent legal action against Grok has cast a spotlight on the evolving landscape of digital safety and platform accountability. This landmark case marks a significant shift in how British authorities address the creation and spread of non-consensual AI-generated content.

For those targeted by these deepfakes, the development offers a crucial glimpse into the legal protections now available in an increasingly complex online world.

British Prime Minister Keir Starmer issued a warning on 12th January regarding Elon Musk's platform, X, suggesting its right to self-regulate is at risk if Grok's misuse continues unchecked. While addressing Labour MPs, Starmer made the government's stance clear: 'If X cannot control Grok, we will.' This blunt statement points toward a rapid transition to state oversight.

READ MORE: Epic Games CEO Tim Sweeney Faces Backlash After Defending Grok AI Amid Deepfake Abuse Fears

READ MORE: Indonesia Does What Others Are Still Debating: Blocks Grok AI Over Harmful Deepfakes

New Penalties for Digital Abuse

According to various reports, the British government is preparing to activate long-awaited statutes that criminalise the generation or request of non-consensual AI-generated intimate imagery. This shift arrives as anxiety grows over X and its chatbot, Grok, which has reportedly been used to produce explicit deepfakes of women that were then left visible to the public on the site.

In response to warnings from the Indian government regarding the public distribution of explicit photos of women, X has notably purged thousands of posts and deactivated more than 600 accounts. This mass removal follows a stern ultimatum from Indian authorities, who threatened legal consequences if the platform failed to scrub the site of such obscene material.

Regulatory Scrutiny: Ofcom Probes X Over AI Misuse

The British government's alert followed closely on the heels of Ofcom's decision to launch a formal inquiry into X. This investigation stems from alarming evidence that Grok has been utilised to create non-consensual digital alterations of individuals—specifically targeting women.

Should the regulator find X in breach of its duties, the platform faces staggering financial penalties of £18 million or 10% of its total global revenue, whichever is greater. In the most severe instances of non-compliance, Ofcom has the authority to petition the courts to shut down access to the site entirely within the UK.

In her latest push for accountability, Technology Secretary Liz Kendall has challenged Ofcom to expedite its proceedings and demand a definitive schedule for the investigation. Kendall emphasised that the enforcement process cannot be allowed to stall, insisting that the regulator must deliver results within a timeframe that respects the urgency of the situation rather than letting it linger for months.

Legislation to Take Effect This Week

While the distribution of deepfake nudes has already been prohibited in the UK, the specific legal powers required to prosecute their actual creation have remained dormant until now.

Provisions within the Data Use and Access Act—which was ratified in June 2025—were designed to criminalise the making of these images, yet they have lacked enforcement for months. In the wake of mounting pressure from advocacy groups, Liz Kendall informed Parliament that these offences will officially be activated this week, elevated to 'priority' status under the Online Safety Act to ensure swift prosecution.

Kendall described such AI-generated material as 'weapons of abuse', asserting that platforms hosting this content will face accountability alongside the individuals who create it. To address the issue at its root, the government also intends to criminalise the supply of 'nudification' software and similar digital tools.

The row in Britain follows a wave of international resistance against Grok, with both Malaysia and Indonesia recently imposing temporary bans on the tool. Elon Musk has hit back at the scrutiny, accusing the UK government of searching for 'any excuse for censorship'.

However, Kendall has dismissed these claims, maintains that the new regulations are specifically designed to combat violence against women and girls rather than to stifle legitimate free speech.

Content Purge and Compliance Assurance in India

On 11th January, X conceded that its content moderation had faltered and pledged to the Modi administration that it would now operate in strict accordance with Indian statutes.

According to government insiders, this commitment followed a heavy-handed crackdown by regulators after X's chatbot, Grok, was linked to the viral spread of sexually explicit material. In an effort to rectify these failings, the platform has already deactivated more than 600 accounts and scrubbed thousands of posts from the site.

According to a report by the Hindustan Times, officials familiar with the matter shared a Hindi communication in which X acknowledged its failures. The message stated, 'X has accepted its mistake. The company said it will operate in accordance with India's laws... Going forward, X will not allow obscene imagery.'

This admission marks a pivotal moment in which the platform has vowed to align its operations with national standards to prevent further misuse of its AI tools.

In a significant move to fix internal lapses, X has wiped over 600 profiles and censored 3,500 items of content. Platform leaders have now promised the government that illicit and indecent imagery will no longer be tolerated on the site. This sudden enforcement is a direct response to the Modi government's orders to eliminate the toxic content being generated and shared through Grok AI.

This cleanup operation followed a strongly worded letter from MeitY sent on 2nd January, which flagged 'serious failures' in the platform's safety mechanisms. The government warned that X was failing to stop its AI tool from generating derogatory and explicit content. By calling out these lapses, the Ministry made it clear that X must overhaul its governance of Grok or face strict legal consequences for allowing such material to circulate.