Positano is imposing a permit fee of €1,000 (£880, $1,160) to people taking photos for commercial purposes.
Tourists and journalists are exempt from the fee.
The town’s mayor said: “Not everyone can be allowed to link their brand to Positano.”The idyllic fishing village of Positano, perched on the Amalfi coast, has to be one of the most Instagrammed places in the world, up there with the white-washed rooftops of Santorini, Greece, and the New York skyline.