Just days after 'banning' photography, the Swiss village of Bergüm has, not surprisingly, reversed course. In a bizarre video, the mayor of Bergüm states that 'until the ban on photography is officially lifted, everyone with a camera will be given a friendly special permit.'

The video leaves little doubt that the whole thing was a PR stunt, with Mayor Peter Nicolay proclaiming 'the beauty of our village has become world-famous thanks to our friendly photography ban.' Judging by how quickly the story spread, the stunt worked exactly as planned.