Meta restores ads for Musk documentary after initial rejection

Paid promotional campaigns for director Alex Gibney’s upcoming film “Musk” are back on Meta platforms. The social media giant confirmed Saturday that the previous refusal to accept advertising was an error and stated that the ads are being restored.

Reversal of ad restrictions

This development follows a Friday report from The Hollywood Reporter claiming that TikTok, Meta, YouTube, and X had all declined to run paid advertisements promoting the movie’s trailer. TechCrunch contacted Meta regarding these claims, prompting the spokesperson’s clarification about the restoration of the ads. Requests for further details from Meta remain pending.

The rejection by X appears consistent with recent activity from owner Elon Musk, who posted that “Dogshit is worth more respect than Gibney.” However, the rationale provided for the other platforms’ decisions involved restrictions on political content. Meta noted last year that it would cease accepting political ads in the European Union, while TikTok maintains it does not run such advertisements at all.

Distributor challenges classification

It remains unclear how a documentary trailer qualifies as campaign advertising under these platform policies. Bleecker Street, the film’s U.S. distributor, told The Hollywood Reporter that it is appealing the rejections. TechCrunch has also sought comments from YouTube, TikTok, X, and Bleecker Street.

Gibney’s latest work premiered earlier this month at the Venice International Film Festival. His portfolio includes acclaimed documentaries such as “Going Clear,” which covers the Church of Scientology, and “The Inventor,” focusing on Elizabeth Holmes and Theranos, alongside a feature about Steve Jobs. “Musk” currently holds a 100% “fresh” rating on Rotten Tomatoes and is scheduled for theatrical release in the United States on October 9.

Critical reception and distribution shifts

Vulture critic Bilge Ebiri characterized the nearly four-hour documentary as a revealing examination of Musk’s technology career, his alliance with President Donald Trump, and his personal life. Interview subjects include ex-wife Justine Musk and former right-wing influencer Ashley St. Clair, who recently had a child with Musk but now describes him as “a nuke.”

Ebiri wrote that the film serves as 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 this wave of critical acclaim, The Hollywood Reporter indicated that Universal Pictures was wavering in its commitment to international distribution. This hesitation reportedly stems from fears of angering the Trump administration. Universal subsequently announced it will release the documentary in theaters but is still determining its broader release strategy.