Though this might be the first time the world’s biggest YouTuber has an entire government mad at him.
What happened: Mexico's National Institute of Anthropology and History (INAH) filed a lawsuit against production company Full Circle Media for its role in a recent MrBeast video shot in ancient Maya cities and temples, alleging the company violated filming permits.
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The INAH granted permission for MrBeast’s team and Full Circle Media to explore and film at temples in south-eastern Mexico, which is a highly restricted activity.
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But the permit didn’t allow for monetization, a condition MrBeast allegedly breaks in the video when he starts promoting his Feastables chocolate brand — specifically calling its new peanut butter cups “the only Mayan-approved snack on the planet.”
Why it matters: Striking a filming deal with a massive YouTuber is a risk for any country. On one hand, it can stoke interest in national culture and history among millions of global viewers, potentially driving tourism — likely the reason why INAH approved the permit. On the other hand, it can lead to instances where that culture is exploited for personal gain.
Zoom out: Other recent examples of creators trying to monetize protected areas for content include a trend where influencers ran around Angkor Wat mimicking the game Temple Run, and a U.S. YouTuber getting arrested after trying to make contact with an isolated tribe in India.—QH