João Pessoa launches campaign to regulate fly banner advertising

The municipal Urban Development Secretariat (Sedurb) has begun an educational campaign in João Pessoa to enforce rules on the use of fly banners, also known as wind or promotional banners. Inspection teams from the Division of Advertising are patrolling streets in neighborhoods such as Bessa, Tambaú, Cabo Branco, José Américo and Geisel, informing merchants and micro‑entrepreneurs that fly banners are prohibited on sidewalks, plazas, public thoroughfares and the entire beachfront, with a zero‑tolerance policy on the waterfront.

Exceptions include seasonal event banners that require an official permit and impact assessment, and educational or institutional banners allowed only for health campaigns, traffic signage or civic notices. Violations can result in fines up to R$ 26,000, calculated using the municipal fiscal reference unit (UFIR‑JP). Permits for compliant use can be applied for online through the “João Pessoa na Palma da Mão” app. Sedurb Secretary of Urban Development Marmuthe Cavalcanti explained that the agency is responsible for safeguarding public space and ensuring compliance with the municipal code of conduct.