Miami's city council has approved a new ordinance to advertise Grand Theft Auto 6 at its beaches for the Holiday 2026 period.
Following a vote that ended in a 4-3 decision, the city of Miami is now officially working with Rockstar Games to advertise GTA 6. Miami city commissioners approved Ordinance 19783 which essentially gives the city more leeway to go outside of existing advertising restrictions and make special accommodations for Rockstar and GTA 6.
City commissioner Laura Dominguez confirms that GTA 6's advertising will be "discrete" and will include two things: The fictional Vice City name, and GTA 6's signature Roman numeral VI. Rockstar will be able to advertise GTA 6 in Miami from October 15 until no later than December 31, 2026, the ordinance says.
"The gaming industry is massive globally. This is a video game, it is not real. From my conversations with the city manager, there's not going to be any of their logos on our city property, meaning it won't be on lifeguard stands or iconic public spaces," Dominguez said during the hearing.
"It will be advertised discretely with our partner, the Boucher Brothers, and we are working in conjunction with them, we are aligned with them. It'll be on their chairs and their umbrellas."
The commissioner also clarifies that the ad campaign has a set start and finish date.
"What's also great is that this is going to have a start date and an end date, so from October 15 through the end of the year is when you're going to see Vice City or the Roman numeral VI. And it will be gone.
"I think the city has done our part to make sure our brand is protected but still keeping with the importance of the massive global reach that gaming has today."
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The city received a "couple of million dollars" for the deal, money which is "so critical," commissioner Tanya Katzoff Bhatt said.
