Meta will promote Alex Gibney’s documentary “Musk,” exploring Elon Musk’s business ventures and persona, across its platforms on Facebook and Instagram.

Meta will run ads for Alex Gibney's documentary about Elon Musk on its platforms, the company said Friday.

The documentary, titled “Musk,” examines the entrepreneur’s business ventures and public persona. Meta’s decision follows earlier uncertainty about whether the film would be eligible for advertising on its services.

Company statement

In a brief statement, a Meta spokesperson confirmed that the ad campaign meets the company’s current advertising standards. The spokesperson added that the ads will appear across Meta’s family of apps, including Facebook and Instagram, beginning next week.

Background

Gibney, an Oscar‑winning director, announced the film in early 2023. The project has drawn attention because of Musk’s high profile and frequent interactions with social‑media platforms. Earlier reports suggested that Meta might decline the ads due to policy concerns, but the company later reversed that position.

Industry response

Industry observers note that the move reflects Meta’s broader effort to expand ad inventory for high‑profile content. No revenue estimates or viewership projections were provided in the announcement.

Meta’s ad‑policy team said the campaign complies with existing rules on political and commercial content. The company did not disclose whether any modifications were required to the ad creative before approval.

Next steps

The advertising rollout will be monitored for compliance with Meta’s standards. The documentary is slated for release later this year, and the ad campaign is expected to run through the film’s launch window.