The Miami City Commission voted 4-3 to temporarily adjust local outdoor advertising regulations, allowing Rockstar to place GTA 6 promotional ads in designated downtown areas. This decision comes after the Miami Sheriff publicly opposed the advertising plans.
Under the approved plan, game-related banners and digital ad displays can be installed from October 15 to December 31, 2026. This period covers the planned release date of GTA 6.
In recent weeks, Miami officials and Rockstar have held discussions regarding a city promotional partnership, with a key focus on leveraging the similarities between Miami and the game's setting, Vice City. Proposals include temporarily adopting Vice City-style visual designs at select locations, alongside a larger-scale marketing campaign to coincide with the game's launch.
The approved plan covers advertising within the City of Miami, which is distinct from the broader initiatives being discussed at the Miami-Dade County level. Concepts such as transforming parts of the city's infrastructure into a real-life Vice City are still under discussion.
Rockstar has agreed to pay $4 million for the relevant advertising and marketing rights, but the City of Miami is seeking a higher amount. GTA 6 is scheduled to launch on PS5 and Xbox Series X|S on November 19, 2026.