Elon Musk’s social media platform X, formerly known as Twitter, has reported a rebound in its UK sales despite ongoing safety concerns and an advertising boycott by major brands. According to newly released financial accounts filed at Companies House, X recorded UK revenues of £46.4 million in 2025, representing an increase of more than 60% from the previous year. Pre-tax profits also doubled, reaching nearly £1.6 million.

The results indicate a degree of resilience in X’s UK business following a significant drop in advertising revenue after Musk’s $44 billion acquisition of the company. Since the takeover, Musk has made substantial changes to content moderation policies, which spurred unease among advertisers. The platform faced intensified scrutiny earlier this year when it was revealed that its AI-powered Grok chatbot was misused to generate inappropriate images, including those depicting undressed women and child sexual abuse material.

These revelations triggered a formal investigation by UK communications regulator Ofcom, marking the first probe under new online safety legislation. The UK's Information Commissioner’s Office is also conducting its own review concerning the platform’s handling of harmful content.

Musk’s relationship with advertisers has remained strained. He publicly rebuked companies that withdrew their advertising spend, using profane language to dismiss them. Additionally, Musk initiated a lawsuit accusing firms such as Mars and Unilever of conspiring illegally to withhold advertising from the platform. This legal claim was dismissed by a US judge earlier this year.

Despite the controversy and departure of numerous advertisers, X’s latest financial disclosure shows that UK advertising revenue remained largely unchanged from the previous year at £22.9 million. This stability, coupled with overall revenue growth, suggests the platform has managed to offset some of the impact of advertiser boycotts through other revenue streams or increased user engagement.

The UK accounts underscore the challenges that X continues to face in balancing growth ambitions with regulatory scrutiny and advertiser confidence in a rapidly evolving digital landscape.