Imagine a city without ads.
No advertising, no billboards, no posters, - no nothing!
Go to Sao Paulo, Brazil, - The City That Said No To Ads!

In September 2006, the city's mayor, G. Kassab, passed the so-called "Clean City" law. The law bans all forms of outdoor advertising. Including ads on taxis, on buses, and even shops.
In result, the cityscape of Sao Paulo, - the world's fourth-largest metropolis (almost 20 million people), - drastically changed practically overnight!

Well, not exactly overnight. The heavy constructions, at which billboards were mounted, are still in place. And this makes the city a picture from fantastic movies.
But most people welcome this new initiative, as the city was over-suturated by advertising indeed. Poorly designed. And chaotically installed, often illegally..

Those who visited Sao Paulo before 2006, say they actually didn't see the city, - it was hidden behind huge billboards. All they could see on the way from airport was a wall of ads.
So the choice was between "ad-free" and "ad monopoly".

Now residents of Sao Paulo are full of optimism.
A new city is emerging. City with no ads!

There are, however, some troubles in the paradise:

1. A lot of people in ad-related industries lost their jobs.
Actually, the "Clean City" law killed a $130 million market!
And as city's tax-revenue dropped, some claim the total ban reduced the city to zero.

Well, nobody argues advertising is an important part for any business. Even Mayor Kassab says he has nothing against advertising (the whole campaign started because of its excess).
Although it might be better to try regulating the ads, not to ban, a radical approach can be valuable to the community in the long term.

Competitive economy should not be based on sponsors' donation only. Advertising does not make us richer, - our money let advertisers making some donations.
Otherwise, we should protect jobs of drug dealers as well...

2. Advertising is the culture, - say ad professionals. It's both an art and entertainment.
Advertising does not exist purely for advertisers: It is a form of public service that provides us with information about available products, services, and prices.

Well, sometimes advertising is not an art. Rather, a cheap way to attract our attention.
Very often it's full of misleading facts, or even obvious lie.
Instead of displaying products as they are in reality, ads show their pictures at the highest degree of perfection!

3. Outdoor media is a part of the city, - its unique brand!
Imaging New York, London, or Tokyo without ads. It would be boring...

It's true, but only partly. There is a difference between ad and logo:
Ads are focused on supporting sales. Logos highlight identity!

I was born in Donetsk City, USSR. There were no ads (excepting cases of political advertising). But there was a lot of visual information to not be lost. I couldn't say I was boring.
Although it's not good idea to ban everything. At least, - for the sake of freedom of expression.

Businesses in Sao Paulo complain it's hard to have even a store. Walking the streets without bright signboards (the law restricts them to 1/4 of the building front width), it's not always clear whether you enter a cafe, or brothel.

More than likely, the ads will be back, - but at a more creative level!
They are going to be transformed into another forms.
Hopefully, less intrusive.

The ban already forced agencies to be more inventive.
Some promoters experiment with color: For example, all Citibank's buildings are painted with their "branded" blue color. Others think of using on the walls special patterns, and even art.
New Sao Paulo starts getting new references for orientation in the city. It obtains a new identity.

It seems the law was based on somewhat naive assumptions about what advertising could be.
There can be more sponsored concerts, exhibitions, cultural events, etc. Including strolling musicians on the streets who loudly perform songs about specific brands.
And what about the latest form of polluting advertising, - TVs on public transport. Let alone graffiti "art".

It may be, there will be some exceptions from the ban. In particular, for government or non-profit messages. Eventually, there can be special advertising zones.

Is Sao Paulo the only place in the world where people fight a "visual ad pollution"?
Of course not. For example, Beijing, China's capital city, recently began campaign for reducing billboards. But there are similar initiatives outside the former Soviet world as well:

Hawaii has a ban on all outside adverts.
Downtown San Jose, California, actually does not allow local businesses to advertise.
The State of Rhode Island has recently imposed a moratorium on LED billboards.
There are other ad hoc movements to stop outdoor advertising, e.g., in Bergen, Norway.

People say those places are beautiful now.
Make Your City Ads Free!