The new mayor of Sao Paulo, Marta Suplicy, has launched "The Beauty Operation" in a bid to reduce the amount of outdoor advertising in the city.
A member of the new Workers Party, the mayor says the city's landscape belongs to the public. Her first gesture has been to crack down on illegal advertising postings by asking marketers, ad agencies and retail stores not to use illegal spaces to advertise their brands in the city. The mayor is preparing a new law to regulate the urban landscape with increased fines for illegal postings.
Sao Paulo's Habitation Secretariat estimates there are at least 5 million ads placed on outdoor media such as panels, plates, billboards and signs, of which nearly 90% are illegal.
Copyright January 2001, Crain Communications Inc.