Montebello

The Montebello City Council has amended the municipal code to limit the use of inflatable signs and advertising displays. Under the new regulations, businesses are prohibited from permanently flying giant advertising balloons, but may request a temporary permit to fly the balloons once a year for up to seven days. The council passed the measure “to improve the image of (the city’s) commercial areas and maintain the integrity of residential neighborhoods,” city officials said. “It was the sort of advertising we wouldn’t want to encourage,” said Richard Torres, assistant to the city administrator.