Paris hopes to persuade couples to end the recent tradition of fixing padlocks to the Seine's ageing bridges, and instead upload hashtagged selfies to a website dedicated to enduring love.
With giant stickers in French, English and Spanish on the Pont de l'Archeveche, behind Notre Dame Cathedral, Paris began its #lovewithoutlocks campaign today, saying the city's famed bridges "can't resist your love" - the padlocks clinging to every available surface.
The lovers' locks craze dates back only a decade or so, but the weight is pulling bridge railings down.
Attaching a lock is a "symbol of togetherness", said Lawrence Phillips, from Wales, at the bridge with his Australian girlfriend.
Dutch tourist Bob Te Booy agreed. "I think (a selfie) isn't a good replacement."