The National Institute of Anthropology and History (INAH) announced it would file a civil lawsuit against Full Circle Media, the company related to MrBeast's video productions. The Mexican government and the INAH are seeking compensation from MrBeast for allegedly violating filming terms, including using the video to promote commercial brands without the necessary permission.
The controversy centers around a video by MrBeast titled "I Explored 2,000-Year-Old Temples," released on May 10. The video has been viewed around 60 million times and features him exploring ancient Mayan cities, including Calakmul and Chichén Itzá. In the video, MrBeast and his team are seen entering restricted heritage areas, including claims of exploring "places not open to the public," which has drawn criticism.
Mexican authorities are questioning scenes in the video that include computer-generated graphics suggesting he landed a helicopter on a pyramid and entered restricted heritage areas. The INAH reacted negatively to MrBeast's video, demanding compensation and a public retraction due to non-compliance with the filming permit conditions, including using the video to promote commercial brands without necessary permission.
"The heritage of the nation, which by its nature is public, cannot be subject to exploitation by commercial companies," the INAH stated. They emphasized, "We will claim damages for illegally using the heritage of all Mexican citizens for the purpose of private profit." The INAH also noted that the permit issued to Full Circle Media did not authorize "the use of the image of the archaeological sites for the advertising of commercial brands for private profit," as stated by Claudia Curiel de Icaza.
Claudia Curiel de Icaza, the Mexican Minister of Culture, criticized MrBeast's video, stating, "It has damaged the importance and sanctity of our archaeological heritage," and announced that "there will be sanctions," emphasizing that "commercial zeal that diminishes the value of the archaeological sites will be rejected," according to Prensa Libre. The controversy drew the attention of Mexican President Claudia Sheinbaum, who requested clarification on the conditions under which MrBeast was granted access to the archaeological sites. She stated: "Apparently he had a permit from the INAH. Now the INAH must explain under what conditions this permit was granted. And if the permit is not complied with, what sanctions are pending."
In the video, MrBeast promotes snacks from his company, calling them "Mayan-approved," and introduced a new chocolate product after tasting traditional Mexican food. The INAH raised concerns, stating, "We have not allowed the use of archaeological site images for commercial brand advertising," and condemned those with commercial interests who exploit archaeological sites.
Some local residents around Chichén Itzá expressed discomfort with the situation. Tour guide Jose Elias Aguayo said, "Restrictions and regulations should apply to everyone: domestic tourists, foreign visitors, as well as us locals," adding, "Rules should apply to everyone; no one should be given privileges."
Despite the criticism, Layda Sansores, the Governor of Campeche, defended MrBeast, stating he acted with responsibility and respect during his visit to the Calakmul Archaeological Zone. She wrote: "We are deeply grateful to Mr. Beast for visiting Calakmul and sharing with the world the greatness of our Mayan culture. His presence generated a direct economic spill for the local communities and a global reach tourist promotion. He did not charge a single peso."
MrBeast, whose real name is Jimmy Donaldson, is the world's most popular YouTuber, with 395 million subscribers on the platform. He gained popularity with videos where he experiences difficult or unusual situations, and his content often involves stunts and charitable acts.
The INAH clarified that while they granted MrBeast permission to film at the archaeological sites, he did not have authorization to monetize the content or use it for advertising purposes. The permit issued to Full Circle Media did not authorize the publication of false information or the use of the image of archaeological sites for private profit commercials.
Mexican authorities have been working for years to protect cultural heritage and against cultural appropriation, including actions against fashion companies that copied indigenous patterns. "The interest of young people in indigenous cultures is gratifying, but this interest cannot be used for personal gain," the INAH stated.
The INAH filed an official complaint regarding MrBeast's video, stating that only a documentary-type permit was granted for the filming. They condemned the use of images for commercial gain and emphasized that cultural heritage should not be exploited for private profit.
In response to online accusations, Mexican President Claudia Sheinbaum reiterated the need for clarification from the INAH regarding the permit conditions and compliance. MrBeast did not publicly comment on the filing. The video continued to garner views, exceeding 60 million on YouTube.
The article was written with the assistance of a news analysis system.