A new LED billboard project inspired by Times Square has been approved in São Paulo, but betting operators will not be allowed to advertise on the screens.
The initiative, known as Boulevard São João, was approved by the Commission for the Protection of the Urban Landscape (CPPU), a municipal body responsible for enforcing the city’s advertising regulations under São Paulo’s Clean City Law, a municipal regulation that prohibited billboards and severely restricted outdoor advertising to fight visual pollution.
The Commission voted eight to six in favor of the proposal following extended discussions.
Under the agreement, large LED screens will be installed on buildings located in the city’s historic center. However, strict rules will govern how the displays can be used.
Advertising will be permitted for a maximum of 30% of the total screen time and will be limited to institutional branding from project sponsors.
Retail advertising, gambling promotions and betting-related marketing will be prohibited, along with adult content, violent imagery and political or religious messaging.
The remaining 70% of display time will be reserved for cultural content and public information.
The screens will also be required to operate only between 5am and 11pm in order to reduce the potential impact of brightness on nearby residents and traffic.
The agreement will run for three years and includes an annual investment of approximately BR2m ($383,119) in urban improvements such as street furniture and public space upgrades.
City authorities say the project aims to combine historic architecture with digital art displays while encouraging new economic activity in the area. Mayor Ricardo Nunes has also suggested the model could be replicated in other commercial districts if the initiative proves successful.
Earlier this year, Brazil’s Senate advanced legislation that would significantly restrict betting advertising across the country, including on television, digital platforms and sports sponsorship placements.
Some Brazilian municipalities have introduced opposite measures, including Belo Horizonte, which previously banned betting advertisements in public spaces
