diff --git a/tools/bpf/bpftool/gen.c b/tools/bpf/bpftool/gen.c
index 997a2865e04a..b4695df2ea3d 100644
--- a/tools/bpf/bpftool/gen.c
+++ b/tools/bpf/bpftool/gen.c
@@ -486,7 +486,6 @@ static void codegen_destroy(struct bpf_object *obj, const char *obj_name)
 
 static int gen_trace(struct bpf_object *obj, const char *obj_name, const char *header_guard)
 {
-	struct bpf_object_load_attr load_attr = {};
 	DECLARE_LIBBPF_OPTS(gen_loader_opts, opts);
 	struct bpf_map *map;
 	char ident[256];
@@ -496,12 +495,7 @@ static int gen_trace(struct bpf_object *obj, const char *obj_name, const char *h
 	if (err)
 		return err;
 
-	load_attr.obj = obj;
-	if (verifier_logs)
-		/* log_level1 + log_level2 + stats, but not stable UAPI */
-		load_attr.log_level = 1 + 2 + 4;
-
-	err = bpf_object__load_xattr(&load_attr);
+	err = bpf_object__load(obj);
 	if (err) {
 		p_err("failed to load object file");
 		goto out;
@@ -719,6 +713,9 @@ static int do_skeleton(int argc, char **argv)
 	if (obj_name[0] == '\0')
 		get_obj_name(obj_name, file);
 	opts.object_name = obj_name;
+	if (verifier_logs)
+		/* log_level1 + log_level2 + stats, but not stable UAPI */
+		opts.kernel_log_level = 1 + 2 + 4;
 	obj = bpf_object__open_mem(obj_data, file_sz, &opts);
 	err = libbpf_get_error(obj);
 	if (err) {
diff --git a/tools/bpf/bpftool/prog.c b/tools/bpf/bpftool/prog.c
index 45ccc254e69f..f874896c4154 100644
--- a/tools/bpf/bpftool/prog.c
+++ b/tools/bpf/bpftool/prog.c
@@ -1464,7 +1464,6 @@ static int load_with_options(int argc, char **argv, bool first_prog_only)
 	DECLARE_LIBBPF_OPTS(bpf_object_open_opts, open_opts,
 		.relaxed_maps = relaxed_maps,
 	);
-	struct bpf_object_load_attr load_attr = { 0 };
 	enum bpf_attach_type expected_attach_type;
 	struct map_replace *map_replace = NULL;
 	struct bpf_program *prog = NULL, *pos;
@@ -1598,6 +1597,10 @@ static int load_with_options(int argc, char **argv, bool first_prog_only)
 
 	set_max_rlimit();
 
+	if (verifier_logs)
+		/* log_level1 + log_level2 + stats, but not stable UAPI */
+		open_opts.kernel_log_level = 1 + 2 + 4;
+
 	obj = bpf_object__open_file(file, &open_opts);
 	if (libbpf_get_error(obj)) {
 		p_err("failed to open object file");
@@ -1677,12 +1680,7 @@ static int load_with_options(int argc, char **argv, bool first_prog_only)
 		goto err_close_obj;
 	}
 
-	load_attr.obj = obj;
-	if (verifier_logs)
-		/* log_level1 + log_level2 + stats, but not stable UAPI */
-		load_attr.log_level = 1 + 2 + 4;
-
-	err = bpf_object__load_xattr(&load_attr);
+	err = bpf_object__load(obj);
 	if (err) {
 		p_err("failed to load object file");
 		goto err_close_obj;
@@ -1809,7 +1807,6 @@ static int do_loader(int argc, char **argv)
 {
 	DECLARE_LIBBPF_OPTS(bpf_object_open_opts, open_opts);
 	DECLARE_LIBBPF_OPTS(gen_loader_opts, gen);
-	struct bpf_object_load_attr load_attr = {};
 	struct bpf_object *obj;
 	const char *file;
 	int err = 0;
@@ -1818,6 +1815,10 @@ static int do_loader(int argc, char **argv)
 		return -1;
 	file = GET_ARG();
 
+	if (verifier_logs)
+		/* log_level1 + log_level2 + stats, but not stable UAPI */
+		open_opts.kernel_log_level = 1 + 2 + 4;
+
 	obj = bpf_object__open_file(file, &open_opts);
 	if (libbpf_get_error(obj)) {
 		p_err("failed to open object file");
@@ -1828,12 +1829,7 @@ static int do_loader(int argc, char **argv)
 	if (err)
 		goto err_close_obj;
 
-	load_attr.obj = obj;
-	if (verifier_logs)
-		/* log_level1 + log_level2 + stats, but not stable UAPI */
-		load_attr.log_level = 1 + 2 + 4;
-
-	err = bpf_object__load_xattr(&load_attr);
+	err = bpf_object__load(obj);
 	if (err) {
 		p_err("failed to load object file");
 		goto err_close_obj;
diff --git a/tools/bpf/bpftool/struct_ops.c b/tools/bpf/bpftool/struct_ops.c
index cbdca37a53f0..2f693b082bdb 100644
--- a/tools/bpf/bpftool/struct_ops.c
+++ b/tools/bpf/bpftool/struct_ops.c
@@ -479,7 +479,7 @@ static int do_unregister(int argc, char **argv)
 
 static int do_register(int argc, char **argv)
 {
-	struct bpf_object_load_attr load_attr = {};
+	LIBBPF_OPTS(bpf_object_open_opts, open_opts);
 	const struct bpf_map_def *def;
 	struct bpf_map_info info = {};
 	__u32 info_len = sizeof(info);
@@ -494,18 +494,17 @@ static int do_register(int argc, char **argv)
 
 	file = GET_ARG();
 
-	obj = bpf_object__open(file);
+	if (verifier_logs)
+		/* log_level1 + log_level2 + stats, but not stable UAPI */
+		open_opts.kernel_log_level = 1 + 2 + 4;
+
+	obj = bpf_object__open_file(file, &open_opts);
 	if (libbpf_get_error(obj))
 		return -1;
 
 	set_max_rlimit();
 
-	load_attr.obj = obj;
-	if (verifier_logs)
-		/* log_level1 + log_level2 + stats, but not stable UAPI */
-		load_attr.log_level = 1 + 2 + 4;
-
-	if (bpf_object__load_xattr(&load_attr)) {
+	if (bpf_object__load(obj)) {
 		bpf_object__close(obj);
 		return -1;
 	}
diff --git a/tools/lib/bpf/bpf.c b/tools/lib/bpf/bpf.c
index 4e7836e1a7b5..6b2407e12060 100644
--- a/tools/lib/bpf/bpf.c
+++ b/tools/lib/bpf/bpf.c
@@ -303,10 +303,6 @@ int bpf_prog_load_v0_6_0(enum bpf_prog_type prog_type,
 	if (log_level && !log_buf)
 		return libbpf_err(-EINVAL);
 
-	attr.log_level = log_level;
-	attr.log_buf = ptr_to_u64(log_buf);
-	attr.log_size = log_size;
-
 	func_info_rec_size = OPTS_GET(opts, func_info_rec_size, 0);
 	func_info = OPTS_GET(opts, func_info, NULL);
 	attr.func_info_rec_size = func_info_rec_size;
@@ -321,6 +317,12 @@ int bpf_prog_load_v0_6_0(enum bpf_prog_type prog_type,
 
 	attr.fd_array = ptr_to_u64(OPTS_GET(opts, fd_array, NULL));
 
+	if (log_level) {
+		attr.log_buf = ptr_to_u64(log_buf);
+		attr.log_size = log_size;
+		attr.log_level = log_level;
+	}
+
 	fd = sys_bpf_prog_load(&attr, sizeof(attr), attempts);
 	if (fd >= 0)
 		return fd;
@@ -366,16 +368,17 @@ int bpf_prog_load_v0_6_0(enum bpf_prog_type prog_type,
 			goto done;
 	}
 
-	if (log_level || !log_buf)
-		goto done;
+	if (log_level == 0 && log_buf) {
+		/* log_level == 0 with non-NULL log_buf requires retrying on error
+		 * with log_level == 1 and log_buf/log_buf_size set, to get details of
+		 * failure
+		 */
+		attr.log_buf = ptr_to_u64(log_buf);
+		attr.log_size = log_size;
+		attr.log_level = 1;
 
-	/* Try again with log */
-	log_buf[0] = 0;
-	attr.log_buf = ptr_to_u64(log_buf);
-	attr.log_size = log_size;
-	attr.log_level = 1;
-
-	fd = sys_bpf_prog_load(&attr, sizeof(attr), attempts);
+		fd = sys_bpf_prog_load(&attr, sizeof(attr), attempts);
+	}
 done:
 	/* free() doesn't affect errno, so we don't need to restore it */
 	free(finfo);
@@ -1044,24 +1047,65 @@ int bpf_raw_tracepoint_open(const char *name, int prog_fd)
 	return libbpf_err_errno(fd);
 }
 
-int bpf_load_btf(const void *btf, __u32 btf_size, char *log_buf, __u32 log_buf_size,
-		 bool do_log)
+int bpf_btf_load(const void *btf_data, size_t btf_size, const struct bpf_btf_load_opts *opts)
 {
-	union bpf_attr attr = {};
+	const size_t attr_sz = offsetofend(union bpf_attr, btf_log_level);
+	union bpf_attr attr;
+	char *log_buf;
+	size_t log_size;
+	__u32 log_level;
 	int fd;
 
-	attr.btf = ptr_to_u64(btf);
+	memset(&attr, 0, attr_sz);
+
+	if (!OPTS_VALID(opts, bpf_btf_load_opts))
+		return libbpf_err(-EINVAL);
+
+	log_buf = OPTS_GET(opts, log_buf, NULL);
+	log_size = OPTS_GET(opts, log_size, 0);
+	log_level = OPTS_GET(opts, log_level, 0);
+
+	if (log_size > UINT_MAX)
+		return libbpf_err(-EINVAL);
+	if (log_size && !log_buf)
+		return libbpf_err(-EINVAL);
+
+	attr.btf = ptr_to_u64(btf_data);
 	attr.btf_size = btf_size;
+	/* log_level == 0 and log_buf != NULL means "try loading without
+	 * log_buf, but retry with log_buf and log_level=1 on error", which is
+	 * consistent across low-level and high-level BTF and program loading
+	 * APIs within libbpf and provides a sensible behavior in practice
+	 */
+	if (log_level) {
+		attr.btf_log_buf = ptr_to_u64(log_buf);
+		attr.btf_log_size = (__u32)log_size;
+		attr.btf_log_level = log_level;
+	}
+
+	fd = sys_bpf_fd(BPF_BTF_LOAD, &attr, attr_sz);
+	if (fd < 0 && log_buf && log_level == 0) {
+		attr.btf_log_buf = ptr_to_u64(log_buf);
+		attr.btf_log_size = (__u32)log_size;
+		attr.btf_log_level = 1;
+		fd = sys_bpf_fd(BPF_BTF_LOAD, &attr, attr_sz);
+	}
+	return libbpf_err_errno(fd);
+}
+
+int bpf_load_btf(const void *btf, __u32 btf_size, char *log_buf, __u32 log_buf_size, bool do_log)
+{
+	LIBBPF_OPTS(bpf_btf_load_opts, opts);
+	int fd;
 
 retry:
 	if (do_log && log_buf && log_buf_size) {
-		attr.btf_log_level = 1;
-		attr.btf_log_size = log_buf_size;
-		attr.btf_log_buf = ptr_to_u64(log_buf);
+		opts.log_buf = log_buf;
+		opts.log_size = log_buf_size;
+		opts.log_level = 1;
 	}
 
-	fd = sys_bpf_fd(BPF_BTF_LOAD, &attr, sizeof(attr));
-
+	fd = bpf_btf_load(btf, btf_size, &opts);
 	if (fd < 0 && !do_log && log_buf && log_buf_size) {
 		do_log = true;
 		goto retry;
diff --git a/tools/lib/bpf/bpf.h b/tools/lib/bpf/bpf.h
index f79e5fbcf1c1..94e553a0ff9d 100644
--- a/tools/lib/bpf/bpf.h
+++ b/tools/lib/bpf/bpf.h
@@ -195,8 +195,9 @@ struct bpf_load_program_attr {
 /* Flags to direct loading requirements */
 #define MAPS_RELAX_COMPAT	0x01
 
-/* Recommend log buffer size */
+/* Recommended log buffer size */
 #define BPF_LOG_BUF_SIZE (UINT32_MAX >> 8) /* verifier maximum in kernels <= 5.1 */
+
 LIBBPF_DEPRECATED_SINCE(0, 7, "use bpf_prog_load() instead")
 LIBBPF_API int bpf_load_program_xattr(const struct bpf_load_program_attr *load_attr,
 				      char *log_buf, size_t log_buf_sz);
@@ -213,6 +214,23 @@ LIBBPF_API int bpf_verify_program(enum bpf_prog_type type,
 				  char *log_buf, size_t log_buf_sz,
 				  int log_level);
 
+struct bpf_btf_load_opts {
+	size_t sz; /* size of this struct for forward/backward compatibility */
+
+	/* kernel log options */
+	char *log_buf;
+	__u32 log_level;
+	__u32 log_size;
+};
+#define bpf_btf_load_opts__last_field log_size
+
+LIBBPF_API int bpf_btf_load(const void *btf_data, size_t btf_size,
+			    const struct bpf_btf_load_opts *opts);
+
+LIBBPF_DEPRECATED_SINCE(0, 8, "use bpf_btf_load() instead")
+LIBBPF_API int bpf_load_btf(const void *btf, __u32 btf_size, char *log_buf,
+			    __u32 log_buf_size, bool do_log);
+
 LIBBPF_API int bpf_map_update_elem(int fd, const void *key, const void *value,
 				   __u64 flags);
 
@@ -340,8 +358,6 @@ LIBBPF_API int bpf_prog_query(int target_fd, enum bpf_attach_type type,
 			      __u32 query_flags, __u32 *attach_flags,
 			      __u32 *prog_ids, __u32 *prog_cnt);
 LIBBPF_API int bpf_raw_tracepoint_open(const char *name, int prog_fd);
-LIBBPF_API int bpf_load_btf(const void *btf, __u32 btf_size, char *log_buf,
-			    __u32 log_buf_size, bool do_log);
 LIBBPF_API int bpf_task_fd_query(int pid, int fd, __u32 flags, char *buf,
 				 __u32 *buf_len, __u32 *prog_id, __u32 *fd_type,
 				 __u64 *probe_offset, __u64 *probe_addr);
diff --git a/tools/lib/bpf/btf.c b/tools/lib/bpf/btf.c
index 0d7b16eab569..e171424192ae 100644
--- a/tools/lib/bpf/btf.c
+++ b/tools/lib/bpf/btf.c
@@ -1124,54 +1124,86 @@ struct btf *btf__parse_split(const char *path, struct btf *base_btf)
 
 static void *btf_get_raw_data(const struct btf *btf, __u32 *size, bool swap_endian);
 
-int btf__load_into_kernel(struct btf *btf)
+int btf_load_into_kernel(struct btf *btf, char *log_buf, size_t log_sz, __u32 log_level)
 {
-	__u32 log_buf_size = 0, raw_size;
-	char *log_buf = NULL;
+	LIBBPF_OPTS(bpf_btf_load_opts, opts);
+	__u32 buf_sz = 0, raw_size;
+	char *buf = NULL, *tmp;
 	void *raw_data;
 	int err = 0;
 
 	if (btf->fd >= 0)
 		return libbpf_err(-EEXIST);
+	if (log_sz && !log_buf)
+		return libbpf_err(-EINVAL);
 
-retry_load:
-	if (log_buf_size) {
-		log_buf = malloc(log_buf_size);
-		if (!log_buf)
-			return libbpf_err(-ENOMEM);
-
-		*log_buf = 0;
-	}
-
+	/* cache native raw data representation */
 	raw_data = btf_get_raw_data(btf, &raw_size, false);
 	if (!raw_data) {
 		err = -ENOMEM;
 		goto done;
 	}
-	/* cache native raw data representation */
 	btf->raw_size = raw_size;
 	btf->raw_data = raw_data;
 
-	btf->fd = bpf_load_btf(raw_data, raw_size, log_buf, log_buf_size, false);
-	if (btf->fd < 0) {
-		if (!log_buf || errno == ENOSPC) {
-			log_buf_size = max((__u32)BPF_LOG_BUF_SIZE,
-					   log_buf_size << 1);
-			free(log_buf);
-			goto retry_load;
+retry_load:
+	/* if log_level is 0, we won't provide log_buf/log_size to the kernel,
+	 * initially. Only if BTF loading fails, we bump log_level to 1 and
+	 * retry, using either auto-allocated or custom log_buf. This way
+	 * non-NULL custom log_buf provides a buffer just in case, but hopes
+	 * for successful load and no need for log_buf.
+	 */
+	if (log_level) {
+		/* if caller didn't provide custom log_buf, we'll keep
+		 * allocating our own progressively bigger buffers for BTF
+		 * verification log
+		 */
+		if (!log_buf) {
+			buf_sz = max((__u32)BPF_LOG_BUF_SIZE, buf_sz * 2);
+			tmp = realloc(buf, buf_sz);
+			if (!tmp) {
+				err = -ENOMEM;
+				goto done;
+			}
+			buf = tmp;
+			buf[0] = '\0';
 		}
 
+		opts.log_buf = log_buf ? log_buf : buf;
+		opts.log_size = log_buf ? log_sz : buf_sz;
+		opts.log_level = log_level;
+	}
+
+	btf->fd = bpf_btf_load(raw_data, raw_size, &opts);
+	if (btf->fd < 0) {
+		/* time to turn on verbose mode and try again */
+		if (log_level == 0) {
+			log_level = 1;
+			goto retry_load;
+		}
+		/* only retry if caller didn't provide custom log_buf, but
+		 * make sure we can never overflow buf_sz
+		 */
+		if (!log_buf && errno == ENOSPC && buf_sz <= UINT_MAX / 2)
+			goto retry_load;
+
 		err = -errno;
-		pr_warn("Error loading BTF: %s(%d)\n", strerror(errno), errno);
-		if (*log_buf)
-			pr_warn("%s\n", log_buf);
-		goto done;
+		pr_warn("BTF loading error: %d\n", err);
+		/* don't print out contents of custom log_buf */
+		if (!log_buf && buf[0])
+			pr_warn("-- BEGIN BTF LOAD LOG ---\n%s\n-- END BTF LOAD LOG --\n", buf);
 	}
 
 done:
-	free(log_buf);
+	free(buf);
 	return libbpf_err(err);
 }
+
+int btf__load_into_kernel(struct btf *btf)
+{
+	return btf_load_into_kernel(btf, NULL, 0, 0);
+}
+
 int btf__load(struct btf *) __attribute__((alias("btf__load_into_kernel")));
 
 int btf__fd(const struct btf *btf)
diff --git a/tools/lib/bpf/libbpf.c b/tools/lib/bpf/libbpf.c
index 6db0b5e8540e..18d95c6a89fe 100644
--- a/tools/lib/bpf/libbpf.c
+++ b/tools/lib/bpf/libbpf.c
@@ -331,7 +331,11 @@ struct bpf_program {
 
 	struct reloc_desc *reloc_desc;
 	int nr_reloc;
-	int log_level;
+
+	/* BPF verifier log settings */
+	char *log_buf;
+	size_t log_size;
+	__u32 log_level;
 
 	struct {
 		int nr;
@@ -573,6 +577,11 @@ struct bpf_object {
 	size_t btf_module_cnt;
 	size_t btf_module_cap;
 
+	/* optional log settings passed to BPF_BTF_LOAD and BPF_PROG_LOAD commands */
+	char *log_buf;
+	size_t log_size;
+	__u32 log_level;
+
 	void *priv;
 	bpf_object_clear_priv_t clear_priv;
 
@@ -708,6 +717,9 @@ bpf_object__init_prog(struct bpf_object *obj, struct bpf_program *prog,
 	prog->instances.fds = NULL;
 	prog->instances.nr = -1;
 
+	/* inherit object's log_level */
+	prog->log_level = obj->log_level;
+
 	prog->sec_name = strdup(sec_name);
 	if (!prog->sec_name)
 		goto errout;
@@ -3017,7 +3029,9 @@ static int bpf_object__sanitize_and_load_btf(struct bpf_object *obj)
 		 */
 		btf__set_fd(kern_btf, 0);
 	} else {
-		err = btf__load_into_kernel(kern_btf);
+		/* currently BPF_BTF_LOAD only supports log_level 1 */
+		err = btf_load_into_kernel(kern_btf, obj->log_buf, obj->log_size,
+					   obj->log_level ? 1 : 0);
 	}
 	if (sanitize) {
 		if (!err) {
@@ -6584,8 +6598,10 @@ static int bpf_object_load_prog_instance(struct bpf_object *obj, struct bpf_prog
 	const char *prog_name = NULL;
 	char *cp, errmsg[STRERR_BUFSIZE];
 	size_t log_buf_size = 0;
-	char *log_buf = NULL;
+	char *log_buf = NULL, *tmp;
 	int btf_fd, ret, err;
+	bool own_log_buf = true;
+	__u32 log_level = prog->log_level;
 
 	if (prog->type == BPF_PROG_TYPE_UNSPEC) {
 		/*
@@ -6620,7 +6636,7 @@ static int bpf_object_load_prog_instance(struct bpf_object *obj, struct bpf_prog
 		load_attr.line_info_rec_size = prog->line_info_rec_size;
 		load_attr.line_info_cnt = prog->line_info_cnt;
 	}
-	load_attr.log_level = prog->log_level;
+	load_attr.log_level = log_level;
 	load_attr.prog_flags = prog->prog_flags;
 	load_attr.fd_array = obj->fd_array;
 
@@ -6641,22 +6657,45 @@ static int bpf_object_load_prog_instance(struct bpf_object *obj, struct bpf_prog
 		*prog_fd = -1;
 		return 0;
 	}
-retry_load:
-	if (log_buf_size) {
-		log_buf = malloc(log_buf_size);
-		if (!log_buf)
-			return -ENOMEM;
 
-		*log_buf = 0;
+retry_load:
+	/* if log_level is zero, we don't request logs initiallly even if
+	 * custom log_buf is specified; if the program load fails, then we'll
+	 * bump log_level to 1 and use either custom log_buf or we'll allocate
+	 * our own and retry the load to get details on what failed
+	 */
+	if (log_level) {
+		if (prog->log_buf) {
+			log_buf = prog->log_buf;
+			log_buf_size = prog->log_size;
+			own_log_buf = false;
+		} else if (obj->log_buf) {
+			log_buf = obj->log_buf;
+			log_buf_size = obj->log_size;
+			own_log_buf = false;
+		} else {
+			log_buf_size = max((size_t)BPF_LOG_BUF_SIZE, log_buf_size * 2);
+			tmp = realloc(log_buf, log_buf_size);
+			if (!tmp) {
+				ret = -ENOMEM;
+				goto out;
+			}
+			log_buf = tmp;
+			log_buf[0] = '\0';
+			own_log_buf = true;
+		}
 	}
 
 	load_attr.log_buf = log_buf;
 	load_attr.log_size = log_buf_size;
-	ret = bpf_prog_load(prog->type, prog_name, license, insns, insns_cnt, &load_attr);
+	load_attr.log_level = log_level;
 
+	ret = bpf_prog_load(prog->type, prog_name, license, insns, insns_cnt, &load_attr);
 	if (ret >= 0) {
-		if (log_buf && load_attr.log_level)
-			pr_debug("verifier log:\n%s", log_buf);
+		if (log_level && own_log_buf) {
+			pr_debug("prog '%s': -- BEGIN PROG LOAD LOG --\n%s-- END PROG LOAD LOG --\n",
+				 prog->name, log_buf);
+		}
 
 		if (obj->has_rodata && kernel_supports(obj, FEAT_PROG_BIND_MAP)) {
 			struct bpf_map *map;
@@ -6669,8 +6708,8 @@ retry_load:
 
 				if (bpf_prog_bind_map(ret, bpf_map__fd(map), NULL)) {
 					cp = libbpf_strerror_r(errno, errmsg, sizeof(errmsg));
-					pr_warn("prog '%s': failed to bind .rodata map: %s\n",
-						prog->name, cp);
+					pr_warn("prog '%s': failed to bind map '%s': %s\n",
+						prog->name, map->real_name, cp);
 					/* Don't fail hard if can't bind rodata. */
 				}
 			}
@@ -6681,45 +6720,37 @@ retry_load:
 		goto out;
 	}
 
-	if (!log_buf || errno == ENOSPC) {
-		log_buf_size = max((size_t)BPF_LOG_BUF_SIZE,
-				   log_buf_size << 1);
-
-		free(log_buf);
+	if (log_level == 0) {
+		log_level = 1;
 		goto retry_load;
 	}
-	ret = errno ? -errno : -LIBBPF_ERRNO__LOAD;
+	/* On ENOSPC, increase log buffer size and retry, unless custom
+	 * log_buf is specified.
+	 * Be careful to not overflow u32, though. Kernel's log buf size limit
+	 * isn't part of UAPI so it can always be bumped to full 4GB. So don't
+	 * multiply by 2 unless we are sure we'll fit within 32 bits.
+	 * Currently, we'll get -EINVAL when we reach (UINT_MAX >> 2).
+	 */
+	if (own_log_buf && errno == ENOSPC && log_buf_size <= UINT_MAX / 2)
+		goto retry_load;
+
+	ret = -errno;
 	cp = libbpf_strerror_r(errno, errmsg, sizeof(errmsg));
-	pr_warn("load bpf program failed: %s\n", cp);
+	pr_warn("prog '%s': BPF program load failed: %s\n", prog->name, cp);
 	pr_perm_msg(ret);
 
-	if (log_buf && log_buf[0] != '\0') {
-		ret = -LIBBPF_ERRNO__VERIFY;
-		pr_warn("-- BEGIN DUMP LOG ---\n");
-		pr_warn("\n%s\n", log_buf);
-		pr_warn("-- END LOG --\n");
-	} else if (insns_cnt >= BPF_MAXINSNS) {
-		pr_warn("Program too large (%d insns), at most %d insns\n",
-			insns_cnt, BPF_MAXINSNS);
-		ret = -LIBBPF_ERRNO__PROG2BIG;
-	} else if (prog->type != BPF_PROG_TYPE_KPROBE) {
-		/* Wrong program type? */
-		int fd;
-
-		load_attr.expected_attach_type = 0;
-		load_attr.log_buf = NULL;
-		load_attr.log_size = 0;
-		fd = bpf_prog_load(BPF_PROG_TYPE_KPROBE, prog_name, license,
-				   insns, insns_cnt, &load_attr);
-		if (fd >= 0) {
-			close(fd);
-			ret = -LIBBPF_ERRNO__PROGTYPE;
-			goto out;
-		}
+	if (own_log_buf && log_buf && log_buf[0] != '\0') {
+		pr_warn("prog '%s': -- BEGIN PROG LOAD LOG --\n%s-- END PROG LOAD LOG --\n",
+			prog->name, log_buf);
+	}
+	if (insns_cnt >= BPF_MAXINSNS) {
+		pr_warn("prog '%s': program too large (%d insns), at most %d insns\n",
+			prog->name, insns_cnt, BPF_MAXINSNS);
 	}
 
 out:
-	free(log_buf);
+	if (own_log_buf)
+		free(log_buf);
 	return ret;
 }
 
@@ -6924,14 +6955,16 @@ static int bpf_object_init_progs(struct bpf_object *obj, const struct bpf_object
 	return 0;
 }
 
-static struct bpf_object *
-__bpf_object__open(const char *path, const void *obj_buf, size_t obj_buf_sz,
-		   const struct bpf_object_open_opts *opts)
+static struct bpf_object *bpf_object_open(const char *path, const void *obj_buf, size_t obj_buf_sz,
+					  const struct bpf_object_open_opts *opts)
 {
 	const char *obj_name, *kconfig, *btf_tmp_path;
 	struct bpf_object *obj;
 	char tmp_name[64];
 	int err;
+	char *log_buf;
+	size_t log_size;
+	__u32 log_level;
 
 	if (elf_version(EV_CURRENT) == EV_NONE) {
 		pr_warn("failed to init libelf for %s\n",
@@ -6954,10 +6987,22 @@ __bpf_object__open(const char *path, const void *obj_buf, size_t obj_buf_sz,
 		pr_debug("loading object '%s' from buffer\n", obj_name);
 	}
 
+	log_buf = OPTS_GET(opts, kernel_log_buf, NULL);
+	log_size = OPTS_GET(opts, kernel_log_size, 0);
+	log_level = OPTS_GET(opts, kernel_log_level, 0);
+	if (log_size > UINT_MAX)
+		return ERR_PTR(-EINVAL);
+	if (log_size && !log_buf)
+		return ERR_PTR(-EINVAL);
+
 	obj = bpf_object__new(path, obj_buf, obj_buf_sz, obj_name);
 	if (IS_ERR(obj))
 		return obj;
 
+	obj->log_buf = log_buf;
+	obj->log_size = log_size;
+	obj->log_level = log_level;
+
 	btf_tmp_path = OPTS_GET(opts, btf_custom_path, NULL);
 	if (btf_tmp_path) {
 		if (strlen(btf_tmp_path) >= PATH_MAX) {
@@ -7011,7 +7056,7 @@ __bpf_object__open_xattr(struct bpf_object_open_attr *attr, int flags)
 		return NULL;
 
 	pr_debug("loading %s\n", attr->file);
-	return __bpf_object__open(attr->file, NULL, 0, &opts);
+	return bpf_object_open(attr->file, NULL, 0, &opts);
 }
 
 struct bpf_object *bpf_object__open_xattr(struct bpf_object_open_attr *attr)
@@ -7037,7 +7082,7 @@ bpf_object__open_file(const char *path, const struct bpf_object_open_opts *opts)
 
 	pr_debug("loading %s\n", path);
 
-	return libbpf_ptr(__bpf_object__open(path, NULL, 0, opts));
+	return libbpf_ptr(bpf_object_open(path, NULL, 0, opts));
 }
 
 struct bpf_object *
@@ -7047,7 +7092,7 @@ bpf_object__open_mem(const void *obj_buf, size_t obj_buf_sz,
 	if (!obj_buf || obj_buf_sz == 0)
 		return libbpf_err_ptr(-EINVAL);
 
-	return libbpf_ptr(__bpf_object__open(NULL, obj_buf, obj_buf_sz, opts));
+	return libbpf_ptr(bpf_object_open(NULL, obj_buf, obj_buf_sz, opts));
 }
 
 struct bpf_object *
@@ -7064,7 +7109,7 @@ bpf_object__open_buffer(const void *obj_buf, size_t obj_buf_sz,
 	if (!obj_buf || obj_buf_sz == 0)
 		return errno = EINVAL, NULL;
 
-	return libbpf_ptr(__bpf_object__open(NULL, obj_buf, obj_buf_sz, &opts));
+	return libbpf_ptr(bpf_object_open(NULL, obj_buf, obj_buf_sz, &opts));
 }
 
 static int bpf_object_unload(struct bpf_object *obj)
@@ -7417,14 +7462,10 @@ static int bpf_object__resolve_externs(struct bpf_object *obj,
 	return 0;
 }
 
-int bpf_object__load_xattr(struct bpf_object_load_attr *attr)
+static int bpf_object_load(struct bpf_object *obj, int extra_log_level, const char *target_btf_path)
 {
-	struct bpf_object *obj;
 	int err, i;
 
-	if (!attr)
-		return libbpf_err(-EINVAL);
-	obj = attr->obj;
 	if (!obj)
 		return libbpf_err(-EINVAL);
 
@@ -7434,7 +7475,7 @@ int bpf_object__load_xattr(struct bpf_object_load_attr *attr)
 	}
 
 	if (obj->gen_loader)
-		bpf_gen__init(obj->gen_loader, attr->log_level);
+		bpf_gen__init(obj->gen_loader, extra_log_level);
 
 	err = bpf_object__probe_loading(obj);
 	err = err ? : bpf_object__load_vmlinux_btf(obj, false);
@@ -7443,8 +7484,8 @@ int bpf_object__load_xattr(struct bpf_object_load_attr *attr)
 	err = err ? : bpf_object__sanitize_maps(obj);
 	err = err ? : bpf_object__init_kern_struct_ops_maps(obj);
 	err = err ? : bpf_object__create_maps(obj);
-	err = err ? : bpf_object__relocate(obj, obj->btf_custom_path ? : attr->target_btf_path);
-	err = err ? : bpf_object__load_progs(obj, attr->log_level);
+	err = err ? : bpf_object__relocate(obj, obj->btf_custom_path ? : target_btf_path);
+	err = err ? : bpf_object__load_progs(obj, extra_log_level);
 	err = err ? : bpf_object_init_prog_arrays(obj);
 
 	if (obj->gen_loader) {
@@ -7489,13 +7530,14 @@ out:
 	return libbpf_err(err);
 }
 
+int bpf_object__load_xattr(struct bpf_object_load_attr *attr)
+{
+	return bpf_object_load(attr->obj, attr->log_level, attr->target_btf_path);
+}
+
 int bpf_object__load(struct bpf_object *obj)
 {
-	struct bpf_object_load_attr attr = {
-		.obj = obj,
-	};
-
-	return bpf_object__load_xattr(&attr);
+	return bpf_object_load(obj, 0, NULL);
 }
 
 static int make_parent_dir(const char *path)
@@ -8491,6 +8533,26 @@ int bpf_program__set_log_level(struct bpf_program *prog, __u32 log_level)
 	return 0;
 }
 
+const char *bpf_program__log_buf(const struct bpf_program *prog, size_t *log_size)
+{
+	*log_size = prog->log_size;
+	return prog->log_buf;
+}
+
+int bpf_program__set_log_buf(struct bpf_program *prog, char *log_buf, size_t log_size)
+{
+	if (log_size && !log_buf)
+		return -EINVAL;
+	if (prog->log_size > UINT_MAX)
+		return -EINVAL;
+	if (prog->obj->loaded)
+		return -EBUSY;
+
+	prog->log_buf = log_buf;
+	prog->log_size = log_size;
+	return 0;
+}
+
 #define SEC_DEF(sec_pfx, ptype, atype, flags, ...) {			    \
 	.sec = sec_pfx,							    \
 	.prog_type = BPF_PROG_TYPE_##ptype,				    \
diff --git a/tools/lib/bpf/libbpf.h b/tools/lib/bpf/libbpf.h
index 4802c1e736c3..a8b894dae633 100644
--- a/tools/lib/bpf/libbpf.h
+++ b/tools/lib/bpf/libbpf.h
@@ -108,8 +108,47 @@ struct bpf_object_open_opts {
 	 * struct_ops, etc) will need actual kernel BTF at /sys/kernel/btf/vmlinux.
 	 */
 	const char *btf_custom_path;
+	/* Pointer to a buffer for storing kernel logs for applicable BPF
+	 * commands. Valid kernel_log_size has to be specified as well and are
+	 * passed-through to bpf() syscall. Keep in mind that kernel might
+	 * fail operation with -ENOSPC error if provided buffer is too small
+	 * to contain entire log output.
+	 * See the comment below for kernel_log_level for interaction between
+	 * log_buf and log_level settings.
+	 *
+	 * If specified, this log buffer will be passed for:
+	 *   - each BPF progral load (BPF_PROG_LOAD) attempt, unless overriden
+	 *     with bpf_program__set_log() on per-program level, to get
+	 *     BPF verifier log output.
+	 *   - during BPF object's BTF load into kernel (BPF_BTF_LOAD) to get
+	 *     BTF sanity checking log.
+	 *
+	 * Each BPF command (BPF_BTF_LOAD or BPF_PROG_LOAD) will overwrite
+	 * previous contents, so if you need more fine-grained control, set
+	 * per-program buffer with bpf_program__set_log_buf() to preserve each
+	 * individual program's verification log. Keep using kernel_log_buf
+	 * for BTF verification log, if necessary.
+	 */
+	char *kernel_log_buf;
+	size_t kernel_log_size;
+	/*
+	 * Log level can be set independently from log buffer. Log_level=0
+	 * means that libbpf will attempt loading BTF or program without any
+	 * logging requested, but will retry with either its own or custom log
+	 * buffer, if provided, and log_level=1 on any error.
+	 * And vice versa, setting log_level>0 will request BTF or prog
+	 * loading with verbose log from the first attempt (and as such also
+	 * for successfully loaded BTF or program), and the actual log buffer
+	 * could be either libbpf's own auto-allocated log buffer, if
+	 * kernel_log_buffer is NULL, or user-provided custom kernel_log_buf.
+	 * If user didn't provide custom log buffer, libbpf will emit captured
+	 * logs through its print callback.
+	 */
+	__u32 kernel_log_level;
+
+	size_t :0;
 };
-#define bpf_object_open_opts__last_field btf_custom_path
+#define bpf_object_open_opts__last_field kernel_log_level
 
 LIBBPF_API struct bpf_object *bpf_object__open(const char *path);
 
@@ -175,6 +214,7 @@ struct bpf_object_load_attr {
 
 /* Load/unload object into/from kernel */
 LIBBPF_API int bpf_object__load(struct bpf_object *obj);
+LIBBPF_DEPRECATED_SINCE(0, 8, "use bpf_object__load() instead")
 LIBBPF_API int bpf_object__load_xattr(struct bpf_object_load_attr *attr);
 LIBBPF_DEPRECATED_SINCE(0, 6, "bpf_object__unload() is deprecated, use bpf_object__close() instead")
 LIBBPF_API int bpf_object__unload(struct bpf_object *obj);
@@ -552,8 +592,15 @@ bpf_program__set_expected_attach_type(struct bpf_program *prog,
 
 LIBBPF_API __u32 bpf_program__flags(const struct bpf_program *prog);
 LIBBPF_API int bpf_program__set_flags(struct bpf_program *prog, __u32 flags);
+
+/* Per-program log level and log buffer getters/setters.
+ * See bpf_object_open_opts comments regarding log_level and log_buf
+ * interactions.
+ */
 LIBBPF_API __u32 bpf_program__log_level(const struct bpf_program *prog);
 LIBBPF_API int bpf_program__set_log_level(struct bpf_program *prog, __u32 log_level);
+LIBBPF_API const char *bpf_program__log_buf(const struct bpf_program *prog, size_t *log_size);
+LIBBPF_API int bpf_program__set_log_buf(struct bpf_program *prog, char *log_buf, size_t log_size);
 
 LIBBPF_API int
 bpf_program__set_attach_target(struct bpf_program *prog, int attach_prog_fd,
diff --git a/tools/lib/bpf/libbpf.map b/tools/lib/bpf/libbpf.map
index 715df3a27389..4d483af7dba6 100644
--- a/tools/lib/bpf/libbpf.map
+++ b/tools/lib/bpf/libbpf.map
@@ -422,6 +422,9 @@ LIBBPF_0.6.0 {
 
 LIBBPF_0.7.0 {
 	global:
+		bpf_btf_load;
+		bpf_program__log_buf;
 		bpf_program__log_level;
+		bpf_program__set_log_buf;
 		bpf_program__set_log_level;
 };
diff --git a/tools/lib/bpf/libbpf_internal.h b/tools/lib/bpf/libbpf_internal.h
index 6f143e9e810c..355c41019aed 100644
--- a/tools/lib/bpf/libbpf_internal.h
+++ b/tools/lib/bpf/libbpf_internal.h
@@ -277,6 +277,7 @@ int parse_cpu_mask_str(const char *s, bool **mask, int *mask_sz);
 int parse_cpu_mask_file(const char *fcpu, bool **mask, int *mask_sz);
 int libbpf__load_raw_btf(const char *raw_types, size_t types_len,
 			 const char *str_sec, size_t str_len);
+int btf_load_into_kernel(struct btf *btf, char *log_buf, size_t log_sz, __u32 log_level);
 
 struct btf *btf_get_from_fd(int btf_fd, struct btf *base_btf);
 void btf_get_kernel_prefix_kind(enum bpf_attach_type attach_type,
diff --git a/tools/lib/bpf/libbpf_probes.c b/tools/lib/bpf/libbpf_probes.c
index 41f2be47c2ea..4bdec69523a7 100644
--- a/tools/lib/bpf/libbpf_probes.c
+++ b/tools/lib/bpf/libbpf_probes.c
@@ -164,7 +164,7 @@ int libbpf__load_raw_btf(const char *raw_types, size_t types_len,
 	memcpy(raw_btf + hdr.hdr_len, raw_types, hdr.type_len);
 	memcpy(raw_btf + hdr.hdr_len + hdr.type_len, str_sec, hdr.str_len);
 
-	btf_fd = bpf_load_btf(raw_btf, btf_len, NULL, 0, false);
+	btf_fd = bpf_btf_load(raw_btf, btf_len, NULL);
 
 	free(raw_btf);
 	return btf_fd;
diff --git a/tools/testing/selftests/bpf/map_tests/sk_storage_map.c b/tools/testing/selftests/bpf/map_tests/sk_storage_map.c
index 8eea4ffeb092..099eb4dfd4f7 100644
--- a/tools/testing/selftests/bpf/map_tests/sk_storage_map.c
+++ b/tools/testing/selftests/bpf/map_tests/sk_storage_map.c
@@ -136,7 +136,7 @@ static int load_btf(void)
 	memcpy(raw_btf + sizeof(btf_hdr) + sizeof(btf_raw_types),
 	       btf_str_sec, sizeof(btf_str_sec));
 
-	return bpf_load_btf(raw_btf, sizeof(raw_btf), 0, 0, 0);
+	return bpf_btf_load(raw_btf, sizeof(raw_btf), NULL);
 }
 
 static int create_sk_storage_map(void)
diff --git a/tools/testing/selftests/bpf/prog_tests/bpf_tcp_ca.c b/tools/testing/selftests/bpf/prog_tests/bpf_tcp_ca.c
index 94e03df69d71..8daca0ac909f 100644
--- a/tools/testing/selftests/bpf/prog_tests/bpf_tcp_ca.c
+++ b/tools/testing/selftests/bpf/prog_tests/bpf_tcp_ca.c
@@ -217,14 +217,16 @@ static bool found;
 static int libbpf_debug_print(enum libbpf_print_level level,
 			      const char *format, va_list args)
 {
-	char *log_buf;
+	const char *log_buf;
 
 	if (level != LIBBPF_WARN ||
-	    strcmp(format, "libbpf: \n%s\n")) {
+	    !strstr(format, "-- BEGIN PROG LOAD LOG --")) {
 		vprintf(format, args);
 		return 0;
 	}
 
+	/* skip prog_name */
+	va_arg(args, char *);
 	log_buf = va_arg(args, char *);
 	if (!log_buf)
 		goto out;
diff --git a/tools/testing/selftests/bpf/prog_tests/btf.c b/tools/testing/selftests/bpf/prog_tests/btf.c
index cab810bab593..01b776a7beeb 100644
--- a/tools/testing/selftests/bpf/prog_tests/btf.c
+++ b/tools/testing/selftests/bpf/prog_tests/btf.c
@@ -4071,6 +4071,28 @@ done:
 	return raw_btf;
 }
 
+static int load_raw_btf(const void *raw_data, size_t raw_size)
+{
+	LIBBPF_OPTS(bpf_btf_load_opts, opts);
+	int btf_fd;
+
+	if (always_log) {
+		opts.log_buf = btf_log_buf,
+		opts.log_size = BTF_LOG_BUF_SIZE,
+		opts.log_level = 1;
+	}
+
+	btf_fd = bpf_btf_load(raw_data, raw_size, &opts);
+	if (btf_fd < 0 && !always_log) {
+		opts.log_buf = btf_log_buf,
+		opts.log_size = BTF_LOG_BUF_SIZE,
+		opts.log_level = 1;
+		btf_fd = bpf_btf_load(raw_data, raw_size, &opts);
+	}
+
+	return btf_fd;
+}
+
 static void do_test_raw(unsigned int test_num)
 {
 	struct btf_raw_test *test = &raw_tests[test_num - 1];
@@ -4100,16 +4122,14 @@ static void do_test_raw(unsigned int test_num)
 	hdr->str_len = (int)hdr->str_len + test->str_len_delta;
 
 	*btf_log_buf = '\0';
-	btf_fd = bpf_load_btf(raw_btf, raw_btf_size,
-			      btf_log_buf, BTF_LOG_BUF_SIZE,
-			      always_log);
+	btf_fd = load_raw_btf(raw_btf, raw_btf_size);
 	free(raw_btf);
 
 	err = ((btf_fd < 0) != test->btf_load_err);
 	if (CHECK(err, "btf_fd:%d test->btf_load_err:%u",
 		  btf_fd, test->btf_load_err) ||
 	    CHECK(test->err_str && !strstr(btf_log_buf, test->err_str),
-		  "expected err_str:%s", test->err_str)) {
+		  "expected err_str:%s\n", test->err_str)) {
 		err = -1;
 		goto done;
 	}
@@ -4227,9 +4247,7 @@ static int test_big_btf_info(unsigned int test_num)
 		goto done;
 	}
 
-	btf_fd = bpf_load_btf(raw_btf, raw_btf_size,
-			      btf_log_buf, BTF_LOG_BUF_SIZE,
-			      always_log);
+	btf_fd = load_raw_btf(raw_btf, raw_btf_size);
 	if (CHECK(btf_fd < 0, "errno:%d", errno)) {
 		err = -1;
 		goto done;
@@ -4315,9 +4333,7 @@ static int test_btf_id(unsigned int test_num)
 		info[i].btf_size = raw_btf_size;
 	}
 
-	btf_fd[0] = bpf_load_btf(raw_btf, raw_btf_size,
-				 btf_log_buf, BTF_LOG_BUF_SIZE,
-				 always_log);
+	btf_fd[0] = load_raw_btf(raw_btf, raw_btf_size);
 	if (CHECK(btf_fd[0] < 0, "errno:%d", errno)) {
 		err = -1;
 		goto done;
@@ -4447,9 +4463,7 @@ static void do_test_get_info(unsigned int test_num)
 		goto done;
 	}
 
-	btf_fd = bpf_load_btf(raw_btf, raw_btf_size,
-			      btf_log_buf, BTF_LOG_BUF_SIZE,
-			      always_log);
+	btf_fd = load_raw_btf(raw_btf, raw_btf_size);
 	if (CHECK(btf_fd <= 0, "errno:%d", errno)) {
 		err = -1;
 		goto done;
@@ -5169,12 +5183,10 @@ static void do_test_pprint(int test_num)
 		return;
 
 	*btf_log_buf = '\0';
-	btf_fd = bpf_load_btf(raw_btf, raw_btf_size,
-			      btf_log_buf, BTF_LOG_BUF_SIZE,
-			      always_log);
+	btf_fd = load_raw_btf(raw_btf, raw_btf_size);
 	free(raw_btf);
 
-	if (CHECK(btf_fd < 0, "errno:%d", errno)) {
+	if (CHECK(btf_fd < 0, "errno:%d\n", errno)) {
 		err = -1;
 		goto done;
 	}
@@ -6538,9 +6550,7 @@ static void do_test_info_raw(unsigned int test_num)
 		return;
 
 	*btf_log_buf = '\0';
-	btf_fd = bpf_load_btf(raw_btf, raw_btf_size,
-			      btf_log_buf, BTF_LOG_BUF_SIZE,
-			      always_log);
+	btf_fd = load_raw_btf(raw_btf, raw_btf_size);
 	free(raw_btf);
 
 	if (CHECK(btf_fd < 0, "invalid btf_fd errno:%d", errno)) {
diff --git a/tools/testing/selftests/bpf/prog_tests/log_buf.c b/tools/testing/selftests/bpf/prog_tests/log_buf.c
new file mode 100644
index 000000000000..e469b023962b
--- /dev/null
+++ b/tools/testing/selftests/bpf/prog_tests/log_buf.c
@@ -0,0 +1,276 @@
+// SPDX-License-Identifier: GPL-2.0
+/* Copyright (c) 2021 Facebook */
+
+#include <test_progs.h>
+#include <bpf/btf.h>
+
+#include "test_log_buf.skel.h"
+
+static size_t libbpf_log_pos;
+static char libbpf_log_buf[1024 * 1024];
+static bool libbpf_log_error;
+
+static int libbpf_print_cb(enum libbpf_print_level level, const char *fmt, va_list args)
+{
+	int emitted_cnt;
+	size_t left_cnt;
+
+	left_cnt = sizeof(libbpf_log_buf) - libbpf_log_pos;
+	emitted_cnt = vsnprintf(libbpf_log_buf + libbpf_log_pos, left_cnt, fmt, args);
+
+	if (emitted_cnt < 0 || emitted_cnt + 1 > left_cnt) {
+		libbpf_log_error = true;
+		return 0;
+	}
+
+	libbpf_log_pos += emitted_cnt;
+	return 0;
+}
+
+static void obj_load_log_buf(void)
+{
+	libbpf_print_fn_t old_print_cb = libbpf_set_print(libbpf_print_cb);
+	LIBBPF_OPTS(bpf_object_open_opts, opts);
+	const size_t log_buf_sz = 1024 * 1024;
+	struct test_log_buf* skel;
+	char *obj_log_buf, *good_log_buf, *bad_log_buf;
+	int err;
+
+	obj_log_buf = malloc(3 * log_buf_sz);
+	if (!ASSERT_OK_PTR(obj_log_buf, "obj_log_buf"))
+		return;
+
+	good_log_buf = obj_log_buf + log_buf_sz;
+	bad_log_buf = obj_log_buf + 2 * log_buf_sz;
+	obj_log_buf[0] = good_log_buf[0] = bad_log_buf[0] = '\0';
+
+	opts.kernel_log_buf = obj_log_buf;
+	opts.kernel_log_size = log_buf_sz;
+	opts.kernel_log_level = 4; /* for BTF this will turn into 1 */
+
+	/* In the first round every prog has its own log_buf, so libbpf logs
+	 * don't have program failure logs
+	 */
+	skel = test_log_buf__open_opts(&opts);
+	if (!ASSERT_OK_PTR(skel, "skel_open"))
+		goto cleanup;
+
+	/* set very verbose level for good_prog so we always get detailed logs */
+	bpf_program__set_log_buf(skel->progs.good_prog, good_log_buf, log_buf_sz);
+	bpf_program__set_log_level(skel->progs.good_prog, 2);
+
+	bpf_program__set_log_buf(skel->progs.bad_prog, bad_log_buf, log_buf_sz);
+	/* log_level 0 with custom log_buf means that verbose logs are not
+	 * requested if program load is successful, but libbpf should retry
+	 * with log_level 1 on error and put program's verbose load log into
+	 * custom log_buf
+	 */
+	bpf_program__set_log_level(skel->progs.bad_prog, 0);
+
+	err = test_log_buf__load(skel);
+	if (!ASSERT_ERR(err, "unexpected_load_success"))
+		goto cleanup;
+
+	ASSERT_FALSE(libbpf_log_error, "libbpf_log_error");
+
+	/* there should be no prog loading log because we specified per-prog log buf */
+	ASSERT_NULL(strstr(libbpf_log_buf, "-- BEGIN PROG LOAD LOG --"), "unexp_libbpf_log");
+	ASSERT_OK_PTR(strstr(libbpf_log_buf, "prog 'bad_prog': BPF program load failed"),
+		      "libbpf_log_not_empty");
+	ASSERT_OK_PTR(strstr(obj_log_buf, "DATASEC license"), "obj_log_not_empty");
+	ASSERT_OK_PTR(strstr(good_log_buf, "0: R1=ctx(id=0,off=0,imm=0) R10=fp0"),
+		      "good_log_verbose");
+	ASSERT_OK_PTR(strstr(bad_log_buf, "invalid access to map value, value_size=16 off=16000 size=4"),
+		      "bad_log_not_empty");
+
+	if (env.verbosity > VERBOSE_NONE) {
+		printf("LIBBPF LOG:   \n=================\n%s=================\n", libbpf_log_buf);
+		printf("OBJ LOG:      \n=================\n%s=================\n", obj_log_buf);
+		printf("GOOD_PROG LOG:\n=================\n%s=================\n", good_log_buf);
+		printf("BAD_PROG  LOG:\n=================\n%s=================\n", bad_log_buf);
+	}
+
+	/* reset everything */
+	test_log_buf__destroy(skel);
+	obj_log_buf[0] = good_log_buf[0] = bad_log_buf[0] = '\0';
+	libbpf_log_buf[0] = '\0';
+	libbpf_log_pos = 0;
+	libbpf_log_error = false;
+
+	/* In the second round we let bad_prog's failure be logged through print callback */
+	opts.kernel_log_buf = NULL; /* let everything through into print callback */
+	opts.kernel_log_size = 0;
+	opts.kernel_log_level = 1;
+
+	skel = test_log_buf__open_opts(&opts);
+	if (!ASSERT_OK_PTR(skel, "skel_open"))
+		goto cleanup;
+
+	/* set normal verbose level for good_prog to check log_level is taken into account */
+	bpf_program__set_log_buf(skel->progs.good_prog, good_log_buf, log_buf_sz);
+	bpf_program__set_log_level(skel->progs.good_prog, 1);
+
+	err = test_log_buf__load(skel);
+	if (!ASSERT_ERR(err, "unexpected_load_success"))
+		goto cleanup;
+
+	ASSERT_FALSE(libbpf_log_error, "libbpf_log_error");
+
+	/* this time prog loading error should be logged through print callback */
+	ASSERT_OK_PTR(strstr(libbpf_log_buf, "libbpf: prog 'bad_prog': -- BEGIN PROG LOAD LOG --"),
+		      "libbpf_log_correct");
+	ASSERT_STREQ(obj_log_buf, "", "obj_log__empty");
+	ASSERT_STREQ(good_log_buf, "processed 4 insns (limit 1000000) max_states_per_insn 0 total_states 0 peak_states 0 mark_read 0\n",
+		     "good_log_ok");
+	ASSERT_STREQ(bad_log_buf, "", "bad_log_empty");
+
+	if (env.verbosity > VERBOSE_NONE) {
+		printf("LIBBPF LOG:   \n=================\n%s=================\n", libbpf_log_buf);
+		printf("OBJ LOG:      \n=================\n%s=================\n", obj_log_buf);
+		printf("GOOD_PROG LOG:\n=================\n%s=================\n", good_log_buf);
+		printf("BAD_PROG  LOG:\n=================\n%s=================\n", bad_log_buf);
+	}
+
+cleanup:
+	free(obj_log_buf);
+	test_log_buf__destroy(skel);
+	libbpf_set_print(old_print_cb);
+}
+
+static void bpf_prog_load_log_buf(void)
+{
+	const struct bpf_insn good_prog_insns[] = {
+		BPF_MOV64_IMM(BPF_REG_0, 0),
+		BPF_EXIT_INSN(),
+	};
+	const size_t good_prog_insn_cnt = sizeof(good_prog_insns) / sizeof(struct bpf_insn);
+	const struct bpf_insn bad_prog_insns[] = {
+		BPF_EXIT_INSN(),
+	};
+	size_t bad_prog_insn_cnt = sizeof(bad_prog_insns) / sizeof(struct bpf_insn);
+	LIBBPF_OPTS(bpf_prog_load_opts, opts);
+	const size_t log_buf_sz = 1024 * 1024;
+	char *log_buf;
+	int fd = -1;
+
+	log_buf = malloc(log_buf_sz);
+	if (!ASSERT_OK_PTR(log_buf, "log_buf_alloc"))
+		return;
+	opts.log_buf = log_buf;
+	opts.log_size = log_buf_sz;
+
+	/* with log_level == 0 log_buf shoud stay empty for good prog */
+	log_buf[0] = '\0';
+	opts.log_level = 0;
+	fd = bpf_prog_load(BPF_PROG_TYPE_SOCKET_FILTER, "good_prog", "GPL",
+			   good_prog_insns, good_prog_insn_cnt, &opts);
+	ASSERT_STREQ(log_buf, "", "good_log_0");
+	ASSERT_GE(fd, 0, "good_fd1");
+	if (fd >= 0)
+		close(fd);
+	fd = -1;
+
+	/* log_level == 2 should always fill log_buf, even for good prog */
+	log_buf[0] = '\0';
+	opts.log_level = 2;
+	fd = bpf_prog_load(BPF_PROG_TYPE_SOCKET_FILTER, "good_prog", "GPL",
+			   good_prog_insns, good_prog_insn_cnt, &opts);
+	ASSERT_OK_PTR(strstr(log_buf, "0: R1=ctx(id=0,off=0,imm=0) R10=fp0"), "good_log_2");
+	ASSERT_GE(fd, 0, "good_fd2");
+	if (fd >= 0)
+		close(fd);
+	fd = -1;
+
+	/* log_level == 0 should fill log_buf for bad prog */
+	log_buf[0] = '\0';
+	opts.log_level = 0;
+	fd = bpf_prog_load(BPF_PROG_TYPE_SOCKET_FILTER, "bad_prog", "GPL",
+			   bad_prog_insns, bad_prog_insn_cnt, &opts);
+	ASSERT_OK_PTR(strstr(log_buf, "R0 !read_ok"), "bad_log_0");
+	ASSERT_LT(fd, 0, "bad_fd");
+	if (fd >= 0)
+		close(fd);
+	fd = -1;
+
+	free(log_buf);
+}
+
+static void bpf_btf_load_log_buf(void)
+{
+	LIBBPF_OPTS(bpf_btf_load_opts, opts);
+	const size_t log_buf_sz = 1024 * 1024;
+	const void *raw_btf_data;
+	__u32 raw_btf_size;
+	struct btf *btf;
+	char *log_buf;
+	int fd = -1;
+
+	btf = btf__new_empty();
+	if (!ASSERT_OK_PTR(btf, "empty_btf"))
+		return;
+
+	ASSERT_GT(btf__add_int(btf, "int", 4, 0), 0, "int_type");
+
+	raw_btf_data = btf__raw_data(btf, &raw_btf_size);
+	if (!ASSERT_OK_PTR(raw_btf_data, "raw_btf_data_good"))
+		goto cleanup;
+
+	log_buf = malloc(log_buf_sz);
+	if (!ASSERT_OK_PTR(log_buf, "log_buf_alloc"))
+		goto cleanup;
+	opts.log_buf = log_buf;
+	opts.log_size = log_buf_sz;
+
+	/* with log_level == 0 log_buf shoud stay empty for good BTF */
+	log_buf[0] = '\0';
+	opts.log_level = 0;
+	fd = bpf_btf_load(raw_btf_data, raw_btf_size, &opts);
+	ASSERT_STREQ(log_buf, "", "good_log_0");
+	ASSERT_GE(fd, 0, "good_fd1");
+	if (fd >= 0)
+		close(fd);
+	fd = -1;
+
+	/* log_level == 2 should always fill log_buf, even for good BTF */
+	log_buf[0] = '\0';
+	opts.log_level = 2;
+	fd = bpf_btf_load(raw_btf_data, raw_btf_size, &opts);
+	printf("LOG_BUF: %s\n", log_buf);
+	ASSERT_OK_PTR(strstr(log_buf, "magic: 0xeb9f"), "good_log_2");
+	ASSERT_GE(fd, 0, "good_fd2");
+	if (fd >= 0)
+		close(fd);
+	fd = -1;
+
+	/* make BTF bad, add pointer pointing to non-existing type */
+	ASSERT_GT(btf__add_ptr(btf, 100), 0, "bad_ptr_type");
+
+	raw_btf_data = btf__raw_data(btf, &raw_btf_size);
+	if (!ASSERT_OK_PTR(raw_btf_data, "raw_btf_data_bad"))
+		goto cleanup;
+
+	/* log_level == 0 should fill log_buf for bad BTF */
+	log_buf[0] = '\0';
+	opts.log_level = 0;
+	fd = bpf_btf_load(raw_btf_data, raw_btf_size, &opts);
+	printf("LOG_BUF: %s\n", log_buf);
+	ASSERT_OK_PTR(strstr(log_buf, "[2] PTR (anon) type_id=100 Invalid type_id"), "bad_log_0");
+	ASSERT_LT(fd, 0, "bad_fd");
+	if (fd >= 0)
+		close(fd);
+	fd = -1;
+
+cleanup:
+	free(log_buf);
+	btf__free(btf);
+}
+
+void test_log_buf(void)
+{
+	if (test__start_subtest("obj_load_log_buf"))
+		obj_load_log_buf();
+	if (test__start_subtest("bpf_prog_load_log_buf"))
+		bpf_prog_load_log_buf();
+	if (test__start_subtest("bpf_btf_load_log_buf"))
+		bpf_btf_load_log_buf();
+}
diff --git a/tools/testing/selftests/bpf/progs/test_log_buf.c b/tools/testing/selftests/bpf/progs/test_log_buf.c
new file mode 100644
index 000000000000..199f459bd5ae
--- /dev/null
+++ b/tools/testing/selftests/bpf/progs/test_log_buf.c
@@ -0,0 +1,24 @@
+// SPDX-License-Identifier: GPL-2.0
+/* Copyright (c) 2021 Facebook */
+
+#include <linux/bpf.h>
+#include <bpf/bpf_helpers.h>
+
+int a[4];
+const volatile int off = 4000;
+
+SEC("raw_tp/sys_enter")
+int good_prog(const void *ctx)
+{
+	a[0] = (int)(long)ctx;
+	return a[1];
+}
+
+SEC("raw_tp/sys_enter")
+int bad_prog(const void *ctx)
+{
+	/* out of bounds access */
+	return a[off];
+}
+
+char _license[] SEC("license") = "GPL";
diff --git a/tools/testing/selftests/bpf/test_verifier.c b/tools/testing/selftests/bpf/test_verifier.c
index 222cb063ddf4..07b88a8f504f 100644
--- a/tools/testing/selftests/bpf/test_verifier.c
+++ b/tools/testing/selftests/bpf/test_verifier.c
@@ -641,7 +641,7 @@ static int load_btf(void)
 	memcpy(ptr, btf_str_sec, hdr.str_len);
 	ptr += hdr.str_len;
 
-	btf_fd = bpf_load_btf(raw_btf, ptr - raw_btf, 0, 0, 0);
+	btf_fd = bpf_btf_load(raw_btf, ptr - raw_btf, NULL);
 	free(raw_btf);
 	if (btf_fd < 0)
 		return -1;
diff --git a/tools/testing/selftests/bpf/testing_helpers.c b/tools/testing/selftests/bpf/testing_helpers.c
index 0f1c37ac6f2c..795b6798ccee 100644
--- a/tools/testing/selftests/bpf/testing_helpers.c
+++ b/tools/testing/selftests/bpf/testing_helpers.c
@@ -88,13 +88,15 @@ int extra_prog_load_log_flags = 0;
 int bpf_prog_test_load(const char *file, enum bpf_prog_type type,
 		       struct bpf_object **pobj, int *prog_fd)
 {
-	struct bpf_object_load_attr attr = {};
+	LIBBPF_OPTS(bpf_object_open_opts, opts,
+		.kernel_log_level = extra_prog_load_log_flags,
+	);
 	struct bpf_object *obj;
 	struct bpf_program *prog;
 	__u32 flags;
 	int err;
 
-	obj = bpf_object__open(file);
+	obj = bpf_object__open_file(file, &opts);
 	if (!obj)
 		return -errno;
 
@@ -110,9 +112,7 @@ int bpf_prog_test_load(const char *file, enum bpf_prog_type type,
 	flags = bpf_program__flags(prog) | BPF_F_TEST_RND_HI32;
 	bpf_program__set_flags(prog, flags);
 
-	attr.obj = obj;
-	attr.log_level = extra_prog_load_log_flags;
-	err = bpf_object__load_xattr(&attr);
+	err = bpf_object__load(obj);
 	if (err)
 		goto err_out;