In 2005, a law was enacted in Rio de Janeiro that prohibited the sale of a popular item at newsstands and souvenir shops: postcards depicting semi-nude women, often photographed in provocative poses on the beaches. The law aimed to curtail the objectification of women for commercial gain, particularly in the tourism sector, where such imagery was suggested to encourage sexual tourism. This move reflects broader societal issues related to the portrayal of women and the impact of such representations on public perceptions and behaviors.

The law declared that the 'distribution, display, or sale of tourist postcards featuring women in scanty outfits that are unrelated to the original themed imagery within the state of Rio de Janeiro' was prohibited. This was a significant stand against marketing strategies that commodified female bodies in a manner that many considered demeaning and disrespectful. The ex-state deputy Alice Tamborindeguy, the author of the bill, celebrated this legislative change, viewing it as a vital service to upholding women's dignity and combating the negative influences of sexualization in tourist marketing.

Ultimately, this legislation sought not only to redefine acceptable representations of women in public imagery but also to address the wider problems of gender inequality and the societal norms that encourage the sexual objectification of women. It provokes dialogue on how society views women and the ethical implications of such portrayals in cultural and commercial exchanges, particularly in a city renowned for its beaches and vibrant tourism industry.