Magaluf, the Majorcan holiday resort famous for the drunken antics of its holidaymakers, is introducing a host of strict new rules in an attempt to clean up its image today.
The rules, designed to curb wild and anti-social behaviour, include a ban on drinking alcohol in the street from 10pm-8am, and a prohibition on the sale of alcohol from midnight to 8am.
As of midnight, tourists found naked or urinating on the street are now liable for fines ranging from €750 to €3,000.
Additional police officers and CCTV are being introduced to the Punta Ballena strip, and those deemed to be encouraging raucous behaviour will also face fines.
New rules on pub crawls will limit them to one crawl per company per day with a maximum of 20 participants. Pub crawls will also require first-aid training for staff and an accredited security escort.
The resort has suffered horrendous press over the past year, with one viral video showing a Northern Ireland teenager performing sex acts on multiple men.
Pub crawls in the resort are famously thronged, and in some cases have been attended by a couple of hundred punters, according to reports.
The new regulations, which officially come into force today (at midnight last night), have been passed by Calvia Council.
The resort is hoping to attract a more "mature" holidaymaker, and has recently been encouraging more upmarket and music-oriented tourism.
The rules "will foster a new framework in which all international tourists can fully enjoy their holidays in Spain in a manner that is responsible both for themselves and the destination,” Isabel Borrego, Spain’s Secretary of State for Tourism, told The Telegraph.
A new, adults-only 4-star hotel opened in Magaluf last year.
BH Mallorca boasts an over-18s water park, open-air festival venue, beach club and live DJs including David Guetta
Magaluf's new rules also aim to combat 'balconing', where revellers jump from balconies into hotel pools. It has caused several deaths and injuries.
The UK Independent calls the new rules "the most draconian in any Spanish resort".
Similar crackdowns have been threatened before, however, and some fear that the resort's relatively small police force will have little effect on thousands of drunken revellers in peak season.
Last night, despite several bars along the Punta Ballena displaying signs such as "No alcohol permitted in the street" and "Drink with moderation", holidaymakers still spilled onto the street with drinks in their hands.
"Fine me, do whatever you want, I'm going to get mortal on the street and I don't care," PA reported one 19-year-old tourist as saying.