Located in the Swiss Alps, near the famous resort of St. Moritz, the commune of Bergün/Bravuogn is one of the most beautiful mountain villages in Europe. So beautiful, in fact, that photos of it shared on social media may make people feel depressed that they can’t visit, so local authorities banned tourist from taking photos.
坐落在瑞士阿尔卑斯山、临近圣莫里茨胜地的贝尔京村是欧洲最美的山村之一。事实上，就因为太美了，被分享到社交媒体上的照片让无法前往旅游的人们感到郁闷，于是，当地政府禁止游客在那里拍照。
It may sound like a joke, but it’s actually a new law adopted by the Bergün village council and approved by its mayor. And yes, their justification for the photo ban is that photos of their beautiful home with the stunning mountain peaks in the background could make people seeing them on social media jealous and depressed. To deter visitors from taking photos in Bergün, they plan to implement a symbolic €5 fine for those caught breaking the new rules.
这可能听起来像个笑话，但这确实是贝尔京村务委员会施行的一条新法规并得到了市长的批准。是的，他们禁止拍照的理由是以他们美丽的家园——壮丽山峰作为背景的照片会让社交媒体上的人们在看到后嫉妒和抑郁。为了阻止游客在贝尔京拍照，他们计划对违反新规定的人象征性地收取5欧元的罚款。
According to a statement by the Bergün tourism authority, “It is scientifically proven that beautiful holiday photos on social media make the viewer unhappy because they cannot be there themselves.”
根据贝尔京旅游当局发布的声明：“有科学证据显示，社交媒体上美丽的假日照片会让观看者感到不快，因为他们自己不能去。”
“Bergün is beautiful, we don’t want to make people outside the community unhappy by sharing social media photos of our picturesque landscape, and we cordially invite you to visit Bergün to experience it for yourself,” said mayor Peter Nicolay. “I am very pleased that the inhabitants of Bergün have the happiness of all people at heart. That makes me very proud.”
“贝尔京很美，但我们不想让外面的人因为看到社交媒体上分享的美景照片而感到不快乐，因此我们热诚地邀请您来贝尔京旅游，亲身感受这里的美景，”市长皮特•尼古拉说，“我很高兴贝尔京居民能心系所有人的福祉。这让我非常自豪。”
However, it seems unlikely that Bergün’s new law was really thought up as a way to spare Facebook or Instagram users of the depressing experience of seeing the beauty of the village. As the news went viral online, many speculated that it was actually a clever marketing scheme, a theory that was at least partially confirmed by the village’s director of tourism, Marc-Andrea Barandun.
然而，贝尔京的新法规似乎并不是单纯为了照顾脸书或Instagram用户的感受。随着这条新闻在网上疯传，许多人猜测这实际上是一种聪明的营销策略。这一理论至少有一部分已经得到了该村旅游局局长马可-安德里亚•巴兰顿的证实。
“In the background of course the idea is that everyone is talking about Bergün,” he told The Local. “So it’s a combination of both – we made the law and also there’s some marketing [aim] behind it.” Barandun added that it is unlikely that anyone will actually be fined from taking a photo in the village.
他告诉瑞士新闻网站The Local说：“这一想法的背后目的自然是要贝尔京成为众人的话题。所以这是一举两得——我们制定法规的同时也有营销方面的考虑。”巴兰顿补充道，不大可能真的对在村子里拍照的人收罚款。
To show that they were serious about the law, Bergün authorities removed photos of the village from its Facebook and Twitter accounts, and have declared their intention to remove them from the Bergün website too.
为了表明他们这项立法是认真的，贝尔京当局把脸书和推特官方账号的照片都撤下了，并宣称将把贝尔京官网的照片也撤下。
If the new law is just a promotional stunt, it actually worked wonders, as people started posting more photos of the beautiful mountain village soon after news of the photo ban started making news headlines.
如果这项新法规真的只是宣传噱头，那它已经奏效了，在“拍照禁令”的新闻登上头条后，人们很快开始上传这座美丽山村的更多照片。
A few days ago, Mayor Nicolay addressed the controversial photo ban in a promotional video, where he offers people visiting Bergün a special permit to take photos. He cautions them to think twice before sharing the pics online, though, as they could be making their friends depressed.
几天前，尼古拉市长在一个宣传视频中提到了这个备受争议的“拍照禁令”，视频中他表示到访贝尔京的游客将拥有拍照特许权。不过，他告诫游客在把照片分享到社交网络前要三思，因为这些照片可能会让他们的朋友感到郁闷。