Paes declares war on visual pollution in Rio.

247 - Mayor Eduardo Paes decrees this Wednesday (02) a ban on irregular advertising in the south and central zones of the municipality. The project, called Rio Limpo, will combat visual pollution in buildings and impose limits on signs and totems of commercial establishments.

According to the City Hall, the Clean River project is inspired by the Clean City law, which has banned advertising throughout the city of São Paulo since 2007.

"These things [advertising bans] never worked before because they were too complicated. Nobody understood anything and there was no enforcement. Any advertising in the city, from this Clean River decree onwards in the downtown and South Zone areas, means irregularity," declared the mayor. The fine will be R$ 570 per day and, in case of recurrence, it can double.

Currently in effect, advertisements covering building facades, signs on building rooftops, and any type of advertising, whether on building facades, billboards, or awnings, are prohibited.

According to Paes, other areas of the city will also be inspected later, but at this initial stage it is important to focus on the first two. "The Center and the South Zone are the most valuable areas of the city, so let's kill the 'golden goose' in this sector right away."

The City Hall's institutional advertisements will also be evaluated and, depending on the case, may be authorized. "For New Year's Eve, we authorize advertising at gas stations throughout the city, as well as at the Feira da Providência (Providence Fair) and the Children's Book Fair. There are specific cases where we will authorize it," explained Paes.

The mayor also said that, starting this Wednesday, the Public Order Department will act rigorously to prevent abuses and disrespect for the law.