A much-loved seaside town has rid itself of its "Britain's Magaluf" nickname after its council brought a "mankini ban" into force.
Newquay in Cornwall has undergone a dramatic transformation from a rowdy party town to a family-friendly seaside destination.
The resort town was previously known for its wild nightlife, regularly attracting stag parties, lads' holidays and booze-fuelled teenage gatherings.
But in 2009, the local council took decisive action with a "mankini ban" - the Newquay Safe campaign - which prohibited inappropriate clothing and fancy dress in public spaces.
In 2009, the local council took decisive action with a 'mankini ban' - and Newquay has reaped the rewards
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The crackdown came after two teenagers tragically died on nights out in the town.
More than a decade on, business owners and residents now say Newquay is barely recognisable from its former "wild west" image.
By 2012, Devon and Cornwall Police reported a 20 per cent drop in crime compared to 2009.
Anti-social behaviour incidents plummeted from 685 to just 286 during the same period.
The award-winning initiative specifically targeted inappropriate attire, including mankinis popularised by Sacha Baron Cohen's Borat character, and other fancy dress outfits that had become synonymous with the town's rowdy atmosphere.
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Business owners and residents now say Newquay is barely recognisable from its former 'wild west' image
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Local businesses now enforce these rules, with some clubs refusing entry to stag parties in costume after certain hours.
"There are certain rules and regulations, like the mankini ban," explained Andy, a 40-year-old shop worker.
Independent coffee shops now line Newquay's high street, where the infamous Bertie's nightclub once stood before closing last year.
Nowadays, families stroll along the peaceful coastline, surfers take lessons, and older residents enjoy bowls with a view of the beach.
Vintage, skate, and surfwear stores sit alongside charming pastry shops, with arcades remaining as the only reminder of the town's wild past.
"It's better now, it's calmer, there aren't as many fights," said Maddie Grover, 25, who grew up in the town.
"I skateboard from the top of the hill to the shop and there's no longer passed-out people, people who have vomited everywhere and broken glass. It's cleaned up quite a lot," Andy, 40, added.
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Nowadays in Newquay, families stroll along the peaceful coastline, surfers take lessons, and older residents enjoy bowls with a view of the beach
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But Newquay still faces its challenges. Like much of Cornwall, the burgeoning resort town is battling a second-home epidemic.
"There is a problem with second homes," Andy explained. "Locals complain they are being priced out of their picturesque towns by people buying up their houses and raising costs."
Mark Dixon, who has lived in Newquay for 40 years, noted: "We haven't got any hotels anymore; most of them have been converted. There used to be a lot of guest houses but now there are second homes no one can afford."
The nightlife has also changed significantly. "Bertie's shut; Hotel Victoria, Prince Albert pub," Mark said, adding: "It's different. It's a nice place to live."
And the town has reaped the rewards of its transformation.
A study last summer by Go Outdoors placed Newquay as the top holiday destination in the UK, scoring 9.72 out of 10 by combining data from TripAdvisor, Office of National Statistics, Instagram, TikTok, Country Living, Booking.com and Google.
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