X faces advertiser boycott over 'misogynistic' Grok chatbot

Reports say X's Grok chatbot produced sexually explicit and illegal images, prompting alarm from advertisers and ministers. Ofcom is considering an investigation and ministers have asked for an update within days.

X is under renewed scrutiny after reports that its Grok chatbot was used to generate sexually explicit and illegal images, including manipulated images of public figures and material reported as child sexual abuse. Advertisers and political leaders in Britain have raised concerns about brand safety and compliance with the Online Safety Act. The Incorporated Society of British Advertisers (ISBA) said members were "shocked" and expressed caution about running ads on the platform. X has restricted image generation to paying subscribers and has said little publicly about the matter. Key developments: - Ofcom has said it is considering an investigation, and the prime minister said "all options" — including fines or blocking access in Britain — are on the table. - ISBA director-general Simon Michaelides said advertisers were alarmed and described the content as having no place on the platform. - X's UK accounts showed a fall in revenues, with the company attributing declines to reduced spend from large brand advertisers. - Elon Musk has publicly criticised brands that withdrew from the site and has filed lawsuits against some advertisers; Unilever reached a settlement and was dropped from one suit. - Grok's image generation feature has been limited to paying subscribers; Downing Street described that change as "insulting." Summary: The reports have prompted industry warnings about brand safety and renewed political pressure on X in Britain. Ofcom is weighing whether to open a formal investigation and ministers have asked for an update within days. X has taken steps to limit the feature while also pursuing legal action against some advertisers. The next outcomes will depend on regulator decisions and ongoing legal proceedings.