Upset that advertisers weren’t complying with regulations, Sao Paulo’s major banned outdoor ads. Nearly four months later, the 11 million person city is nearly baron of commercial ads. Marcel Solimeo, the Chief Economist of Sao Paulo’s Commercial Association claims, “This is a radical law that damages the rules of a market economy and respect for the rule of law. We live in a consumer society and the essence of capitalism is the availability of information about products.”