Ads promoting a documentary that scrutinizes the actions of Elon Musk, a controversial billionaire, faced rejection on TikTok and X initially, but have now been allowed to run on YouTube and Meta’s social media platforms after a short delay. The trailer for the nearly four-hour documentary titled “Musk” was released on Thursday, preceding its theatrical debut on October 9.
According to the Hollywood Reporter, indie distributor Bleecker Street encountered rejections from all four companies when attempting to purchase ad space for the film. YouTube, TikTok, and Meta attributed the rejection to the documentary’s “political content,” while X, owned by Musk, did not provide any comments.
Following an online backlash, YouTube announced on Saturday that ads for “Musk” were now being displayed on their platform. The platform clarified that the initial restriction on the ad was a temporary issue that had been resolved after review.
A spokesperson from Meta informed CBC News on Monday that the rejected ads were mistakenly barred and have since been reinstated without further elaboration. Bleecker Street, TikTok, and X did not respond to requests for comments.
TikTok prohibits paid political advertisements, and Meta limits them in certain regions such as the European Union. YouTube permits political ads with transparency disclosures, while X allows them in regions like the United States.
Elon Musk’s political involvement gained prominence when he supported Donald Trump’s re-election campaign in 2024 and later served in his administration as the head of the Department of Government Efficiency. Despite his departure from the administration, Musk remains a polarizing and outspoken figure.
The documentary delves into various aspects of Musk’s influence, including allegations of attempting to control online discourse through the acquisition of Twitter (now X) and accusations of using Starlink satellites to potentially sway the 2024 election improperly.
Director Alex Gibney expressed relief after YouTube and Meta approved the ads, stating that public pressure had been effective in prompting the platforms to reconsider. Musk had previously criticized the documentary, labeling it a “hit piece” and threatening legal action over its implications regarding the Starlink satellites.
Critics have lauded the film, with Vulture describing it as a damning portrayal of Musk and Variety referring to it as a sharp depiction of technocratic power and delusion.
The documentary is not the only exploration of tech moguls in the spotlight this year, as Aaron Sorkin’s upcoming film, “The Social Reckoning,” will focus on Mark Zuckerberg, following the success of the 2010 film “The Social Network.”
Overall, the documentary has sparked significant interest and debate surrounding Musk’s actions and influence, setting the stage for further discussions on tech billionaires and their impact on society.