A popular tourist hotspot has banned beachgoers from putting up umbrellas - despite the sweltering summer heat.
Beachgoers between the age of 10 and 65 have been banned from placing parasols on tge Punta Molentis beach in Villasimìus, Sardinia.
The rules are part of a package of eco-regulations which will only allow families with children under 10 and older adults to erect umbrellas.
Even they will will be limited to just one.
Other structures such as gazebos and tents are banned, while visitors must pay €10 (£8.60) to access the beach.
Entry to the beach will also be limited, with just 70 pre-booked cars allowed to park there per day.
Only 100 people will be allowed onto the beach by sea, with a one hour maximum stay by boat.
Punta Molentis will also implement a curfew, with a mandatory exit of 9pm.
The new rules, which came into effect on Saturday, follow a major wildfire caused by arsonists in the area last July.
The blaze torched several cars and forced dozens more to flee by boat.
But after the killjoy new rules were rolled out, beachgoers took to social media to blast the ban.
"All tourism to Villasimìus should be boycotted and other destinations chosen due to such a shameful measure, which doesn't even protect public health," one person said.
"How wonderful: a beautiful day at the beach and 20 hours in the emergency room for burns. I think they tried this ordinance before and it fried their brains," another commenter wrote on Facebook.
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And other have questioned why the ban was implemented during Italy's searing summer.
A social media user said: "I understand all the bans, even charging for access, but banning umbrellas is indecent.
"At this point, they might as well ban sunscreen because it pollutes."
The local council claims the ban is necessary to conserve the natural beauty of the beach, which is located within a designated conservation area.
The rules are set to be enforced until October, well past the peak summer season.
The council attributed the recent wildfire and "exceptional marine weather events" as the reason for the umbrella ban.
A spokesman said: "For this reason, it's necessary to limit the [human] impact and ensure the protection of this heritage for future generations."
The restrictions are just the latest in a series of ongoing disputes over beaches in Italy.
Last year, there was public outcry amid a move to privatise parts of the country's coastline.
A correspondent for Italian outlet La Stampa wrote last August: "In Italy, they are stealing even the seaside.
"Free beaches are becoming ever rarer. And those which are not free are ever more expensive."
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