By Natalia Rueda 
Chapultepec Castle, an icon of Mexico’s heritage and history, is at the center of a legal controversy due to an innovative marketing campaign to promote the premiere of the second season of “House of the Dragon” on June 16 on MAX.
The campaign, which used artificial intelligence to superimpose the iconic black and green flags of the series’ characters in well-known locations around the world, was applauded by many fans and social media users for its creativity and originality. However, a video showing Mexico’s Chapultepec Castle with these flags has unleashed a strong reaction from Mexican authorities.
Mexico’s National Institute of Anthropology and History (INAH) issued a statement expressing its strong disapproval for what they consider an “improper use of images of a historical monument.” The institution argues that the use of the image of the castle without prior authorization constitutes a lack of respect for the country’s cultural heritage and announced its intention to take legal action.
So far, neither MAX nor those responsible for the marketing campaign have issued an official statement in response to the legal actions announced by INAH. The expectation now revolves around how the dispute will be handled and whether legal precedents will be set that will influence future advertising campaigns and the use of historical monuments in promotional material.