A town in Switzerland, the spectacular mountainous country in central Europe known for its cheese, chocolate and pocket knives, has taken a stand against the popular new habit of photographing everything, and banned people from taking snaps of its beautiful region.
The village of Bergün/Bravuogn banned photography of its landscape after the decision was made at a town meeting.
"It is scientifically proven that beautiful holiday photos on social media make the viewer unhappy because [viewers] cannot be there," a translation of the statement on the town's website says.
The town's Mayor Peter Nicolay says they don't want to make people unhappy from seeing photos of Bergün/Bravuogn, and invite people to visit the beautiful place to experience it for themselves.
In what is clearly a great marketing idea, votes for the ban were 46 to two.
Those who are caught taking photos in the town could face a fine of five Swiss Francs.
However, since the story emerged, Mr Nicolay has presented a friendly video on Facebook, saying: "Of course we understand that everyone wants to take photos here. Why? Our village is so beautiful that it's nearly impossible to take a holiday photo that isn't beautiful."
So they have a solution he says. Visitors with a camera will be given a "friendly special permit" to snap away.
"But you have to think carefully, before you post the photos online. Hopefully nobody will be unhappy because they can't be here right now."