Since 2007, the Clean City Law has regulated the installation of advertisements on public roads, reducing visual pollution in the metropolis. Soon, however, this scenario could change. A bill by the São Paulo City Council seeks to loosen the current law, allowing advertising to resume in environments such as parks and public buildings.
In a first symbolic vote in May this year, the text received positive votes from the majority of councillors. Now, it must go through a new vote and, if approved, will allow billboards to return to the capital.
Clean City Law has earned praise, criticism and even an international award
The Clean City Law was approved by former mayor Gilberto Kassab (PSD) in 2006, following popular pressure. Until then, São Paulo’s streets were full of billboards, posters and signs, and the regulation came to curb the disorderly increase in advertisements.
The measure banned the installation of billboards in certain places in the city, such as parks, public monuments and squares. Furthermore, even in permitted places, companies had to follow rules regarding the size of the pieces. Anyone who failed to comply with the rules could be fined up to R$10,000.
At the time, the inspection removed more than 15,000 irregular advertisements and more than a million had to adapt to the new rules. In popular opinion, the measure contributed to a more harmonious and pleasant landscape, and received international awards for combating visual pollution.
Marketing and advertising companies, on the other hand, disapproved of the measure. According to them, the bans have caused financial losses and mass layoffs in the sector, as well as restricting freedom of expression.
What will change if the House relaxes the law?
The bill, authored by councillor Rubinho Nunes (União), seeks to reduce the restrictions in the Clean City Law. If it is approved, it will be possible to install billboards in places that were previously forbidden, with no limit on their size.
The aim would be to transform parts of the capital, such as Paulista Avenue into a “Brazilian Times Square”. However, the text does not specify a location, so it would be possible to install billboards all over the city. The aim is to “make better use of public and private spaces”, which would boost investment in the capital.
- Permission to install advertisements that can obscure up to 70% of the view of monuments and cultural heritage sites, such as the Municipal Theater, Sala São Paulo and MASP;
- Installation of advertisements in places that are currently prohibited, such as squares and parks;
- Banning billboards on highways, roads and private properties;
- No size restrictions for billboards, panels and the like;
- No restrictions on the number of advertisements on buildings.
The second vote on the text has no date yet. So the people of São Paulo are waiting to find out what the future of the Clean City Law will be.
