Advertisements promoting a documentary that takes a critical view of the controversial billionaire Elon Musk were reportedly prohibited on TikTok and X platforms. However, following brief delays, these ads are now being displayed on YouTube and Meta’s social media platforms.
The trailer for the documentary titled Musk, which has a runtime of nearly four hours, was released on Thursday in anticipation of its theatrical debut on October 9.
Initially, indie distributor Bleecker Street faced rejection from all four companies when attempting to purchase ads for the film on these platforms, as reported by the Hollywood Reporter. While YouTube, TikTok, and Meta attributed the rejection to the ad’s “political content,” X, owned by Musk, did not provide any comments.
Following an online backlash, YouTube announced on Saturday that ads for Musk are now being broadcast on the platform. The platform clarified that the ad had been temporarily restricted by their system but was later approved for circulation after a review.
A spokesperson from Meta informed CBC News on Monday that the ads had been mistakenly rejected and have now been reinstated, without further details provided.
Despite attempts to reach out, Bleecker Street, TikTok, and X did not respond for comment.
TikTok does not allow paid political advertisements, and Meta imposes restrictions on them in certain regions like the European Union. YouTube permits political ads with transparency disclosures, while X allows them in specific regions such as the U.S.
Musk’s involvement in politics gained prominence when he supported Donald Trump’s re-election campaign in 2024 and subsequently served in his administration as the head of the Department of Government Efficiency. Despite leaving the administration, Musk continues to be a polarizing and vocal figure.
The documentary delves into various aspects, including allegations that the world’s richest man has sought to influence online discourse, particularly through his acquisition of Twitter (now X) and accusations of possible misuse of his Starlink satellites to impact the 2024 election.
‘Censorious platforms’
Director Alex Gibney expressed that the public pressure led to YouTube and Meta consenting to air the ads. “The censorious platforms backed down,” Gibney stated on X on Saturday.
Gibney later referenced a 2022 quote from Musk regarding his purchase of Twitter, emphasizing the importance of free speech in a functioning democracy and questioning X’s allowance of ads for a film that critiques Musk’s free speech stance.
Since announcing the film in 2023, Musk has consistently criticized it as a “hit piece.” He described Gibney as “a horrible human” and strongly opposed the documentary’s implications about the Starlink satellites, even hinting at potential legal actions against the production.
Critics have lauded the film, with Vulture describing it as a “damning” analysis of Musk, leaving viewers fearful of his amassed wealth and power. Variety referred to it as a “lacerating portrait of technocratic brilliance, power lust, and crackpot delusion.”
Besides Musk, another tech billionaire under scrutiny this year is Mark Zuckerberg, depicted in Aaron Sorkin’s upcoming film The Social Reckoning, a