Since January 1 2007, the city of Sao Paulo has implemented the mayor Gilberto Kassab’s anti-advertising law. This law entitled « clean city » forbids all outdoor bill posting on buses, taxis, shop windows and walls. If this is not respected, a fine of $ 4 500 a day must be paid. This initiative is part of the fight against over-consumption. Those in favour of the law are happy that public interest has triumphed over private interest and mention less visual pollution and real cultural evolution.