Locals have deemed a Swiss village too beautiful to share, banning tourists from taking photos.
The photo ban applies to the town of Berguen/Bravuogn, which is situated about an hour away from St. Moritz in Switzerland.
Anyone caught taking photos or selfies will face a fine of 5 CHF (about $6.95) for violating the new law.
The idea behind the controversial rule is to encourage more people to come and see the village for themselves.
“It is scientifically proven that beautiful holiday photos on social media make the viewer unhappy because they cannot be there themselves,” said the village tourist office in a statement, according to The Local.
While technically the law is real, the village’s director of tourism, Marc-Andrea Barandun, hinted at it being a clever marketing ploy.
“But in the background, of course, the idea is that everyone talks about Bergün,” he said. “So it’s a combination of both — we made the law and also there’s some marketing behind it.”
Mayor Peter Nicolay added: “I am very pleased that the inhabitants of Bergün have the happiness of all people at heart. That makes me very proud.”