The Comissão de Proteção à Paisagem Urbana (CPPU) in São Paulo has approved a cooperation agreement regarding the operation of the 'Times Square', or officially known as 'Boulevard São João'. This decision includes the installation of four large LED screens around the intersection of Ipiranga and São João avenues in downtown São Paulo. During a meeting lasting over four hours, the commission set forth multiple conditions for the project's implementation, resulting in a narrow approval with eight votes in favor and six against.

Key stipulations from the committee's agreement include the operational hours for the LED displays to be restricted to between 5 AM and 11 PM, limiting advertising opportunities to a maximum of 10 supported companies or brands. Moreover, only up to 30% of the displayed content can be dedicated to institutional advertisements from sponsors. There are specific requirements for the display of images as well, including a minimum duration of 10 seconds per image and a prohibition on showing animations, videos, or continuous movement within the advertisements.

These restrictions come as a response to concerns regarding urban aesthetics and the impact of digital advertisements on the public space. The decision signifies a balancing act between promoting business interests and maintaining the visual environment of São Paulo. By limiting nighttime operations and enforcing strict content guidelines, the commission aims to ensure that the urban landscape remains pleasant for residents and visitors alike, whilst still allowing for some level of commercialization through advertising.