Where Are All the Billboards?

Can you imagine Times Square without all those billboards, lights, and gigantic screens? It’s the same feeling that residents, visitors, and admirers of São Paulo had in the past.

But unlike NYC, the landscape of São Paulo was ugly. The visual pollution made the city look dirty and unkept. All you could see were massive billboards everywhere, huge displays on buildings, and advertisements along sidewalks. And stores were notoriously covered with oversized signage.

So in 2006, against the interest of advertisers, the city of São Paulo passed regulations that banned all types of billboards. The plan was to remove them completely and then, once the situation was under control, start over. But this time with limitations.

The local government adopted strict regulations for advertising - everything from the size of signs to their location. For those who don’t comply with the rules, they face fines that increase based on the size of the signage.

The law has had a relatively positive impact on the city, but it hasn’t been without problems. Inspections have dropped year after year as has enforcement. At the same time, business owners have taken advantage of loopholes in the law. For example, stores are placing large LED signs in their windows, resulting in the same effect as if they were on the street.

The “before” and “after” of São Paulo is truly stunning. And while more and more signs are now popping up around town, the city looks nothing like it did before. And now you know why.