Byron Bay locals are demanding Netflix cancel a new reality TV series about the glamourous coastal community in northern New South Wales.
The protesters, who have launched a petition to boycott the show, appeared on Today amid their fight against the docu-soap titled 'Byron Baes'.
Dozens of residents staged a paddle out against the series on Tuesday morning, while other locals displayed placards that read 'give Netflix the flick' and 'consult traditional owners'.
Ben Gordon, owner of The Byron Bay General Store, is leading calls to snub the Netflix production - and asking other local businesses to do the same.
'They've simply turned up unannounced and they are proposing to drag our name through the mud, and make millions of dollars without offering anything back to the community,' he told Today hosts Karl Stefanovic and Allison Langdon.
Byron Bay locals are seen gathering in protest against the Netflix reality show on Tuesday
Dozens of residents staged a paddle out against the reality series on Tuesday morning
'Our community not your commodity': Byron Bay locals are boycotting a Netflix reality series titled Byron Baes
Byron Baes has been announced as the new Australian Netflix Original and will run for eight episodes in total
Mr Gordon said the prospective reality series is 'a complete misrepresentation of who we are as a community'.
'Today, what we've seen, is the real Byron, the community coming together for issues that we believe in,' he said.
'What they're proposing is manufactured drama, gossip and bickering about how many likes we have on Instagram.
'There's no one in the show that's actually from Byron.
'They're simply trying to use our name and image for profit, and it's not hard to see why we are upset about this.'
A press release for the program describes Byron Baes as a 'docu-soap series' and calls it 'our love letter to Byron Bay' that will also offer audience 'fights, flings and heartbreak'.
A Byron Bay resident holds a sign that reads 'you don't get Byron' during the protest on Tuesday
A petition to boycott 'Byron Baes' popped up online after Netflix announced the town in the Northern Rivers region of NSW would be 'the perfect setting for our next Australian Netflix Original'
It continues: 'It's not just Chris [Hemsworth] and Zac [Efron]'s backyard; it's the playground of more celebrity-adjacent influencers than you can poke a selfie-stick at.'
Byron Baes is being produced by Eureka Productions.
Emma Lamb, who is known for her work on Married At First Sight and The Real Housewives of Sydney, will serve as the executive producer.