Thailand has long been as famous for its "anything goes" tourist hedonism as for its natural beauty, Buddhist culture and excellent cuisine.
But as two young female visitors discovered on the holiday island of Phuket, the days of Thai authorities turning a blind eye to the excesses of Western tourists are over.
The women, an American and an Austrian, were each fined and given a stern lesson about Thai culture after a video emerged of them leaning topless from a vehicle during New Year celebrations on a packed street.
The Thai junta is pursuing a crackdown on scantily clad tourists as part of a "morality cleanse" begun by the ruling generals.
Police began a hunt for the tourists after the clip - of them in a vehicle in Patong flashing their breasts as they doused themselves with water - went viral on social media.