Hajra Naz
Two companies now say they will accept advertising for director Alex Gibney’s upcoming documentary about Elon Musk. This follows earlier reporting that several social media platforms had rejected the ads. The reversal came quickly. It also raised fresh questions about how platforms treat content tied to powerful public figures.
The Hollywood Reporter published a story. It said TikTok, Meta, YouTube, and X had all refused to run paid ads. Those ads promoted the trailer for “Musk.” The news spread quickly online.
Meta moved first. On Saturday, a Meta spokesperson said, “This was an error, and the ads are being restored.” The company has been asked for more details. This article will be updated if Meta responds.
YouTube also posted an update on Saturday. It noted that “the trailer has always been available on YouTube.” That point matters. Anyone can watch the trailer on the platform as a regular video. The issue only affected paid promotion.
YouTube explained further. When submitted as an ad, its system temporarily restricted the trailer. After review, the ad has been cleared to run. In other words, an automated system flagged the content first. A review then reversed that decision.
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X’s rejection is less surprising. Musk owns the platform. He recently posted that “Dogshit is worth more respect than Gibney.” That comment shows the tension between the two men.
Meta, TikTok, and YouTube reportedly used a different reason. They cited “political content.” Each platform restricts political ads in its own way. Meta said last year that it will stop accepting political ads in the European Union.
TikTok says it doesn’t run political ads at all. Still, the reasoning is hard to follow. A documentary trailer is not obviously campaign advertising. The film’s U.S. distributor, Bleecker Street, told The Hollywood Reporter that it had appealed the rejections.
Gibney is a well-known name in documentary filmmaking. He directed “Going Clear,” which examined the Church of Scientology. He also made “The Inventor,” about Elizabeth Holmes and Theranos. He directed a movie about Steve Jobs as well. So Gibney has plenty of experience profiling powerful figures from the tech world.
His latest film, “Musk,” premiered at the Venice International Film Festival earlier this month. Critics have responded warmly. Reviews have been almost universally positive. The film currently holds a 100% “fresh” rating on Rotten Tomatoes. It is set for a U.S. theatrical release on October 9.
Vulture’s Bilge Ebiri reviewed the film. He described the nearly four-hour documentary as a revealing look at Musk’s life. It covers his tech career. It covers his alliance with President Donald Trump. It also covers his personal life. Interview subjects include his ex-wife, Justine Musk. They also include former right-wing influencer Ashley St. Clair. She recently had a child with Musk. Now, she describes him as “a nuke.”
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Ebiri called the film a “fascinating” character study. He added, “As a tale of modern business, it’s revealing. And as a warning about our future, it’s terrifying.”
Despite the early praise, distribution concerns remain. The Hollywood Reporter said Universal Pictures was wavering on international distribution. The studio reportedly feared angering the Trump administration. Universal later responded. It said it will release the documentary in theatres. Still, the studio is figuring out its release strategy.
