Cidade Limpa ("Clean City"), a controversial new law proposed by Mayor Gilberto Kassab, has just been approved in the city of São Paulo, prohibiting billboards and outside publicity starting January 1, 2007. The city estimates that São Paulo currently has 13,000 billboards, 8,000 of which are illegal and 5,000 of which are in accordance with existing laws, and all of which must be dismantled by next year. This also includes electronic panels and ads on taxis, buses, and bicycles, but advertising on urban furniture (such as bus stops, public clocks, and street signs) will still be allowed.

I remember hearing Kassab talking about this initiative months ago, claiming that we live amidst overwhelming "visual pollution" that must be stopped, but I'm shocked that this law has actually been approved without being watered down. Is there any precedent for it in another metropolis of this size? I doubt we'll hear the average paulistano complain about Cidade Limpa, but the advertising industry is understandably livid. The outdoor advertising union (which will surely be firing its lobbyist) estimates that 20,000 people will lose their jobs because of the new law.

Tough break for advertisers, but I'm looking forward to all the extra eye space we'll have for graffiti and street art - one of the things I love most about living in this city.