Meta and YouTube reverse course, will run ads for Musk documentary

Meta and YouTube have said they will accept paid advertising for director Alex Gibney's upcoming documentary about Elon Musk, after The Hollywood Reporter reported that TikTok, Meta, YouTube and X had all refused to run ads promoting the film's trailer.

A Meta spokesperson told TechCrunch the rejection was an error and that the ads were being restored. YouTube separately said the trailer had always been available on the platform, but that when submitted as a paid ad, its system temporarily restricted it; after review, the ad was cleared to run.

X's refusal came as no surprise, since Musk — who owns the platform — recently posted disparaging remarks about Gibney. Meta, TikTok and YouTube had reportedly rejected the ad citing restrictions on political content, though it remains unclear how a documentary trailer would qualify as campaign advertising. The film's U.S. distributor, Bleecker Street, is appealing the rejections.

About the film

Gibney is known for acclaimed documentaries including one on the Church of Scientology and another on Theranos founder Elizabeth Holmes. "Musk" premiered at the Venice International Film Festival and has received near-universal praise, holding a 100% "fresh" rating on Rotten Tomatoes. It is scheduled for U.S. theatrical release on October 9.

The nearly four-hour film includes interviews with figures connected to Musk, including his ex-wife Justine Musk and former right-wing influencer Ashley St. Clair. Despite the critical acclaim, reports indicated Universal Pictures had been wavering on international distribution, reportedly over concerns about angering the Trump administration, though the studio has since confirmed it will release the film in theaters.