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This article is an analysis and discussion on the activity of outdoor media in the city of Cuiabá-MT, with ownership of public spaces and the use without rules of private spaces visible to the public and its effects on the urban landscape of the capital. The article also analyzes the new law that regulates the outdoor media, entitled “Cuiabá Cidade Limpa” (Cuiabá Clean City) and the main differences between the old and the new law, which also was aimed at curbing the visual pollution. In addition, it shows the photographic record as a way to analyze the process of application and (des) compliance of the legislation. The research found that there were already legal guarantees to curb the excess of outdoor media, however, the law is not executed, once the urban buildings, dividers and rotatory avenues of the capital were found to be covered by outdoor media

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&lt;b&gt;Lei cidade limpa: estudo sobre a poluição visual gerada pela mídia exterior em Cuiabá-MT&lt;/b&gt;&lt;br&gt;DOI:10.5007/1807-1384.2011v8n2p357