Mexico's National Institute of Anthropology and History (INAH) has filed an administrative complaint against Full Circle Media, the production company behind YouTube personality MrBeast, alleging unauthorized commercial use of images of protected Mayan archaeological sites.
In a post on social media the entity detailed it is demanding both financial compensation and a public retraction for what it claims was a breach of the terms of access permits granted in good faith:
"INAH has filed an administrative complaint against the production company, demanding compensation for damages and a public retraction, due to the breach of the terms of the good-faith permits issued by the institution and for the unlawful use, for private profit, of archaeological heritage that belongs to all Mexicans"
The complaint centers around a video published by MrBeast (whose real name is Jimmy Donaldson) on May 10, titled "I Explored 2,000 Year Old Ancient Temples." It has amassed over 60 million views by Friday. In the video, MrBeast visits major archaeological sites in southeastern Mexico, including Calakmul and Chichén Itzá. He also promotes his snack brand, referring to the products as "Mayan-approved."
INAH contends that the permit did not authorize the use of these heritage sites for private commercial advertising. Mexican President Claudia Sheinbaum had previously acknowledged on Wednesday that there were official permits for filming but asked INAH to clarify "under what conditions this permit was granted." She added, "If the permit was violated, then [it must be determined] what sanctions apply," as The Guardian explains.
MrBeast's video includes several moments that sparked criticism, such as drone footage near El Castillo at Chichén Itzá and the handling of a pre-Hispanic mask. INAH has since clarified that these elements were staged or digitally altered, asserting that no drone was flown inside the structure, the mask was a reproduction, and no helicopter landed within the archaeological zones.
INAH's statement also suggested that the request to access the sites came through the Federal Ministry of Tourism, not directly from MrBeast, and noted that while promoting cultural heritage is encouraged, it must be done within the bounds of regulation.
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