The law gives firms until December 31 to remove big advertising displays from the streets. Already at least six companies are trying to stop the measure, calling it 'unconstitutional'.
Mr Kassab (the mayor of Sao Paulo) 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.
With all of the outcries against the law, Kassab has moved the date for removal of the advertising displays to March 30, but he says the law will still go into effect.
Personally, I kind of like this idea. With all the billboards out nowadays, cities are looking more and more trashy by the day. I know billboards aren't all of the problem but having those eyesores removed could do wonders.