YouTube superstar Jimmy “MrBeast” Donaldson—whose channel boasts nearly 400 million subscribers—has reignited debate over the commercial use of Mexico’s ancient heritage. On May 15, the National Institute of Anthropology and History (INAH) filed an administrative lawsuit against Full Circle Media, the production company behind his recent video “I Explored 2,000-Year-Old Temples,” accusing it of violating the terms of its filming permit at Calakmul and Chichén Itzá.
From Permission to Prosecution
- Permitted Access, Prohibited Profits: INAH granted Full Circle Media a one-time permit to document restricted areas at the Calakmul and Chichén Itzá archaeological zones—both UNESCO World Heritage Sites—but explicitly forbade any use of the footage for private brand advertisements or direct monetization.
- Commercial Brand Placement: Despite this, MrBeast’s video, published May 10, features prominent products—ranging from his Feastables snack brand to Jack Link’s beef jerky—woven into scenes of pyramid climbs and secret-tunnel explorations. INAH alleges these segments breach the non-commercial agreement.
- Alleged Falsifications: The suit also highlights inaccuracies in the footage—claims of a drone flight inside El Castillo at Chichén Itzá and an overnight stay within the sacred precinct, both prohibited under Mexico’s archaeological laws.
Legal Framework and Cultural Stakes
- INAH’s Mandate: As the guardian of Mexico’s pre-Hispanic heritage, INAH controls site access and ensures that any filming preserves the integrity and public nature of these treasures. Unauthorized commercial use carries penalties under the Federal Law on Monuments and Archaeological, Artistic and Historical Zones.
- Potential Penalties: If found liable, Full Circle Media may face fines, withdrawal of future filming permits, and a requirement to publicly retract the commercialized segments. While the lawsuit targets the company, INAH has signaled that individual contributors—including MrBeast—could face administrative sanctions if violations continue.
MrBeast’s Impact on Tourism
- Global Spotlight: Regardless of the legal outcome, MrBeast’s video has racked up tens of millions of views in days, shining a light on Mexico’s Mayan legacy for a younger, digital-native audience. Tourism boards in Yucatán and Campeche acknowledge a surge in “influencer-driven” visits to lesser-known ruins and jungle-encircled sites.
- Balancing Act: Local authorities face the challenge of harnessing this renewed interest—boosting visitor dollars—while safeguarding fragile structures from overuse and commercial exploitation.
Industry Reaction and Next Steps
- Silence from MrBeast & Full Circle: Neither Donaldson nor Full Circle Media has publicly addressed the lawsuit.
- Reviewing Permit Processes: INAH officials are undertaking a broader review of film-shoot protocols, tightening clauses on social-media content and requiring proof of non-commercial use before granting site access.
- Community Voices: Mexican archaeologists and heritage advocates are calling for clearer guidelines—and steeper penalties—to deter future commercial incursions into protected zones.
Frequently Asked Questions
Q: Who is MrBeast and why was he in Mexico?
A: Jimmy Donaldson (“MrBeast”) is a leading YouTuber known for high-budget stunts. He filmed a documentary-style video exploring Mayan ruins under a permit granted by INAH.
Q: What did the permit allow and prohibit?
A: It allowed filming in restricted zones at Calakmul and Chichén Itzá but expressly forbade using the footage for paid advertisements or direct monetization.
Q: What commercial content appeared in the video?
A: The video features product placements for Feastables, Jack Link’s, and other brands—activities INAH alleges violate the non-commercial clause.
Q: What laws protect Mexico’s archaeological sites?
A: The Federal Law on Monuments and Archaeological, Artistic and Historical Zones governs site access, penalizes unauthorized commercial use, and empowers INAH to regulate all filming.
Q: What penalties could Full Circle Media face?
A: Fines, rescission of filming permits, mandatory public retractions, and potential bans on future access.
Q: Could MrBeast himself be sanctioned?
A: While the lawsuit targets the production company, INAH may extend administrative sanctions to individuals if evidence shows their direct involvement in breaches.
Q: How has tourism been affected?
A: After the video’s release, local tourism offices report increased inquiries and bookings to Campeche and Yucatán archaeological tours, especially among Gen Z and millennial travelers.
Q: What changes is INAH implementing?
A: Tougher contractual language for film permits, pre-approval of all on-screen content, and stricter on-site supervision during shoots.
Q: How can other content creators avoid similar issues?
A: Obtain clear, written permission for all commercial uses, review permit clauses with legal counsel, and coordinate closely with INAH’s field supervisors.
Q: Where can I learn more about filming in Mexico’s ruins?
A: Visit INAH’s official website or contact the nearest Directorate of Archaeological Monuments for guidelines on permits and permitted activities.
The clash between digital content creators and heritage preservation highlights an urgent need for clear, enforceable rules. As MrBeast’s saga unfolds, Mexico aims to strike a balance—welcoming global audiences to its ancient wonders while ensuring they remain unspoiled for generations to come.
Sources The New York Times
