'Wear your shirt' signs have appeared at a theme park in Southend in a bid to prevent male customers from stripping off in the sun.
Adventure Island has even hired security guards to make sure male visitors abide by the new dress code.
The rules have been put in place to make sure the venue remains "family-friendly" in the hot weather, the park said, as it advised men who want to "pose semi-naked" to head for one of the local beaches instead.
Managing director Marc Miller told The Essex Chronicle: "“We don’t have a strict dress code as such, but would like our male customers to show some decorum.
“In recent years, we’ve seen increasing numbers of lads and men whipping their tops off, eager to make the most of the sun."
He went on: “That’s absolutely fine in the right environment, but we try very hard to be a family-focused business and not everybody is a fan of bare chests.”
Stressing the initiative wasn't "a nightclub-style policy of no jeans or trainers", he added: "We’ll simply point out that if you want to pose semi-naked, then Southend has miles of glorious beaches on which to do that.”
Some male visitors may see the park as a safe place to go topless after it held a Naked Roller Coaster world record attempt in 2010, in which 102 people took part.
Adventure Island's Naked Roller Coaster world record attempt, Southend-on-Sea, Essex, in 2010
Four more things we'd like to see banned this summer:
ICE-CREAM THAT MELTS
"Chug, chug, chug" is what comes into our head when we devour a dripping gelato in the baking hot sun.
Unless you're a tube passenger lucky enough to ride the Victoria line, there's no air conditioning on the world's oldest underground system - and it feels exactly that way when hot and bothered commuters wedge themselves into a crowded carriage. Overland trains aren't much better, some bizarrely fire up their heaters during the busy morning commute despite balmy temperatures outside - we're looking at you Southeastern.
Great on the beach, but otherwise they're noisy, unattractive and if you believe the NHS, behind hundreds of thousands of foot injuries every year.
Bees get a pass, they're already on their way out, but summertime wasps really need to go.
Like eating food off the floor, there should be a 10-second rule for wearing non-prescription shades indoors.