In 2006, the mayor of São Paulo passed a law that banned all outdoor advertisements in the city, including billboards, transit ads, and store signs. This resulted in the removal of 15,000 billboards and the shrinking of store signs to comply with the new law.
Despite concerns that the ban would lead to a loss of revenue and jobs, the city's economy did not suffer, and a survey conducted among residents found that 70% believed the ban had a positive impact. The removal of advertisements also revealed previously overlooked architectural beauty in the city.
São Paulo is not the only city to ban outdoor advertisements, as other places in the US and Europe have imposed similar restrictions. This move sparked interest because it challenged the traditional presence of advertisements in urban environments and highlighted the potential benefits of a more visually clean cityscape.