X Limits AI Image Editing to Paid Users After Grok Deepfake Controversy Spurs U.K. Ban Threat

Elon Musk‘s X has moved image editing features in its Grok AI chatbot behind a paywall following widespread condemnation over the tool’s use in creating non-consensual sexual deepfakes, while the British government has called on regulators to consider banning the platform entirely, according to BBC News.

Since Friday morning, Grok has been displaying a notification to users attempting image manipulation stating “image generation and editing are currently limited to paying subscribers” with an invitation to “subscribe to unlock these features,” BBC News reported. The restriction requires users to provide identification and payment information to access the capabilities, with only verified blue checkmark account holders able to successfully edit images on the social media platform.

Free users can still access Grok’s image editing functionality through the AI tool’s separate application and website.

The paywall implementation follows intense backlash after the chatbot fulfilled requests to digitally remove clothing from photographs without subjects’ consent. Targets of these alterations described feeling “humiliated” and “dehumanized” to BBC News.

The British government has simultaneously escalated pressure on X, urging media regulator Ofcom to deploy its full enforcement powers over concerns about unlawful AI-generated imagery on the platform.

Government sources told BBC News: “We would expect Ofcom to use all powers at its disposal in regard to Grok and X.”

Prime Minister Sir Keir Starmer delivered sharp criticism during a Greatest Hits Radio interview, particularly regarding the creation of explicit imagery depicting both adults and minors. “This is disgraceful. It’s disgusting. And it’s not to be tolerated,” Starmer said, according to BBC News. “It’s unlawful. We’re not going to tolerate it. I’ve asked for all options to be on the table.”

Starmer emphasized that Ofcom has received the government’s “full support” for enforcement action.

The regulatory agency said Monday it had reached out urgently to both X and xAI, Grok’s developer, and confirmed to BBC News it has launched an investigation. Ofcom now has authority under the Online Safety Act to petition courts for orders that would cut off X’s access to British users and revenue streams, including advertising income and user payments.

While such intervention typically follows a lengthy investigative process, the law permits expedited action when situations involve severe threats to public welfare, endangerment of children, or documented patterns of regulatory defiance. Ofcom has deployed these Online Safety Act authorities on just six prior occasions, according to BBC News.

British law currently prohibits distribution of deepfake imagery depicting adults.

X previously issued a statement saying: “Anyone using or prompting Grok to make illegal content will suffer the same consequences as if they upload illegal content,” BBC News reported.

Ofcom is currently recruiting a new chair who will be tasked with adopting more forceful oversight strategies as concerns mount over emerging technologies and platform ownership structures, according to BBC News. The Online Safety Act has drawn attention from the Trump administration over its potential impact on American technology companies.

Variety has approached X for comment.