Joe Nicchi, the owner of the beloved CVT Soft Serve ice cream truck in Los Angeles, has struck a blow for decency and fairness by charging influencers double for their sweet treats.

Like many business owners, Nicchi often finds himself getting hit up with requests for free shit in exchange for a piccie and a shout-out on someone’s Instagram feed.

The final straw came when he was asked to cater an event for 300 people in exchange for “exposure” and bugger all else. “I can’t do that, I can’t work for free,” he told Vice.

Fed up with the constant requests from grinning Insta goons, he hung a sign up on his truck reading ‘Influencers Pay Double’.

“We couldn’t care less about how many followers you have, and we’re super embarrassed for you when you tell us,” he said in the accompanying Instagram post.

Though Joe Nicchi admitted that the sign started out as “kind of a joke”, his message struck a chord, and the image went viral on Reddit, bringing him kicking and screaming into the spotlight.

Nicchi says he’s well aware of the irony that a campaign against social media influencers has made him something of an influencer himself, but hey, it’s all good exposure.

“We will never give you a free ice cream in exchange for a post on your social media,” he said in a follow-up post. Honestly, good for him.