According to the International Herald Tribune, the â€œcity of 11 million, overwhelmed by what the authorities call visual pollution, plan[ned] to press the â€˜delete allâ€™ button and offer its residents unimpeded views of their surroundings.â€ The report described the new lawâ€™s broad-sweeping ambitions: â€œThe statuteâ€™s most visible impact promises to be at eye level and above. The outsized billboards and screens that dominate the skyline, promoting everything from automobiles, jeans and cellphones to banks and sex shops, will have to come down. All other forms of publicity in public spaces, like distribution of fliers, will also stop. The law also regulates the dimensions of store signs, and will force many well-known companies to reduce them substantially by a formula based on the size of their facades. Another provision, much criticized by owners of transportation companies, outlaws advertising of any kind on the sides of the cityâ€™s thousands of buses and taxis. The law, as passed, also applied to advertising banners trailed by airplanes and ads on blimps.â€
Tony de Marco has pictures over on Flickr. Lets see how Brazilian businesses adapt.