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Why The EU Is Stepping In
At the centre of the case is whether X took enough care before introducing Grok features to EU users.
The Commission says it is concerned about the spread of illegal content, including manipulated sexual images and material that could amount to child sexual abuse content.
According to regulators, there are signs these risks have already shown up on the platform, raising concerns about user safety and potential harm, especially for minors.
What The Commission Is Examining
The investigation looks at whether X met its obligations under the Digital Services Act (DSA). In practical terms, the Commission wants to know if X:
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properly identified and reduced major risks linked to Grok before launch,
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shared a specific risk assessment with regulators when Grok significantly changed how the platform works,
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and handled risks tied to its recommendation algorithms, including the move towards Grok-powered recommendations.
What This Means For E-commerce And Marketers
X is classed in the EU as a Very Large Online Platform, which comes with stricter rules. For e-commerce brands and marketers, this matters more than it may seem at first glance.
Changes to recommendation systems can directly affect reach, visibility and engagement. At the same time, AI-generated images and text may face tighter moderation, making automated content riskier and slower to publish.
For many businesses, platform compliance is becoming something that can impact campaign planning and performance, not just legal teams.
A Pattern Of Ongoing Scrutiny
This case builds on an earlier investigation launched in December 2023. In December 2025, the Commission fined X €120 million for issues including deceptive design, poor advertising transparency and limited access to data for researchers.
What Happens Next
The Commission can ask X for more information, carry out interviews or inspections, and introduce interim measures if changes are not made. It may also accept formal commitments from X or issue a non-compliance decision.
