Challenge to Brazil billboard ban

Sao Paulo's ad firms are fighting to save hoardings like this

A law aimed at banning all billboards and hoardings in Brazil's biggest city is facing an onslaught of legal challenges from angry ad companies.

The law, which has been approved by Sao Paulo's local authorities, gave firms until 31 December to remove big advertising displays from the streets.

But at least six companies have since obtained blocking injunctions, claiming the measure is unconstitutional.

City mayor Gilberto Kassab has pledged to overturn the challenges to his law.

Mr Kassab came up with the idea in an effort to remove what he calls "visual pollution" from Sao Paulo - large advertising displays, many put up without permission, that dominate the city's streets.

His intention is to replace the billboards and hoardings, which are often as tall as the skyscrapers that host them, with bus shelters and other more restrained forms of advertising.

However, several companies, including billboard firm Publitas, say the law amounts to an "abuse of economic power" and infringes Brazilian federal law.

Mr Kassab said that despite the injunctions, the law would still come into effect, although firms would now have until 30 March to abide by its provisions.

He pledged to go to court to have the injunctions overturned, saying: "The mayor's office will fight to the end."