Anyone who cycles through the pedestrian area of Boven ‘t Y in Amsterdam Noord can now expect a red card from the shopping centre’s manager, Daan Woudhuysen.
Shop owners and shoppers have had enough of cyclists in the pedestrian zone, and Woudhuysen has decided to deal with the problem himself.
His first catch came quickly: two boys on a fatbike, whom he reminded that cycling was not allowed there before ordering them off to walk beside their bike.
Safety first
Woudhuysen says the campaign is about safety.
He says the centre has already had 350,000 more visitors than last year, and that bikes among crowds that size make the place unsafe.
Green thumbs for walkers
People who stick to the rules get a reward.
When a woman walked by pushing her bike, Woudhuysen cheerfully gave her a green thumb.
If you’re unsure where you can and can’t ride, check out our guide to Amsterdam’s rules for bikes and mopeds.