Paraguay Orders Billboard Removals After Bolsonaro Montage Sparks Border Unrest

Paraguayan authorities ordered the removal of digital billboards in Ciudad del Este after several screens displayed a manipulated image of former Brazilian president Jair Bolsonaro attacking Paraguayan footballer Gustavo Gómez, triggering public anger near the border with Brazil.

The image appeared on at least three LED panels on Friday, May 29, according to Brazilian outlets G1 and Plural. By Saturday, the screens had been turned off. Paraguay's president, Santiago Peña, said he had instructed the Ministry of Public Works and Communications to remove the structures involved, as well as other irregular advertising installations occupying public spaces.

What Was Displayed

The montage showed Bolsonaro, a former right-wing president and member of the Liberal Party (PL), assaulting Gómez, a Paraguayan defender who plays for Palmeiras, one of Brazil's major football clubs. The image was accompanied by political and football taunts against Paraguay.

Among the phrases shown were claims that Brazil had “called the shots on the field and in politics” and the provocation “the sixth title is ours,” a reference to Brazil's long-running quest for a sixth World Cup. Gazeta do Povo also reported that the panels referred to Brazil's 4-0 win over Paraguay in a 2022 World Cup qualifier.

The display quickly drew a crowd. Residents destroyed one of the billboard structures, while Paraguayan tourist police monitored the scene to prevent further confrontation, according to reports cited by G1 and Plural.

Companies Blame Hackers

The companies linked to the panels, identified in the reports as Fast Print and Publimix, denied responsibility for the content. They said the screens had been affected by an unauthorized manipulation of the systems that control the digital advertising network.

The companies said they were cooperating with Paraguayan authorities and had filed a criminal complaint with the country's cybercrime prosecutors. G1 reported that, as of its latest update, there was no public information identifying who created the montage or who allegedly accessed the systems.

The city government of Ciudad del Este, a Paraguayan commercial hub across the Paraná River from Foz do Iguaçu in southern Brazil, opened an administrative investigation to determine how the material was displayed and who was responsible. The municipality also said it would assess possible sanctions and fines.

Political Reaction

Peña criticized the signs in a social media statement translated by G1, saying that “this type of action does not contribute to the understanding or respect that must prevail among peoples.” He also said Paraguay was growing, attracting investment and moving forward, adding that the country would continue “occupying the place it deserves.”

Paraguay's Ministry of Public Works and Communications said it does not authorize billboards or advertising panels in road right-of-way areas under state responsibility, citing a 2014 law barring structures that may impair drivers' visibility or create road-safety risks.

In Brazil, Senator Flávio Bolsonaro, one of Jair Bolsonaro's sons, called the use of his father's image “criminal” and urged Paraguayan authorities to hold those responsible to account. He said Gustavo Gómez was respected by his father and noted that the defender plays for Palmeiras, Bolsonaro's favorite club.

The case mixed football rivalry, political symbolism and cybersecurity claims in a sensitive border region. Gazeta do Povo noted that nationalist sensitivities in Paraguay are shaped in part by the 19th-century War of the Triple Alliance, fought against Brazil, Argentina and Uruguay, a conflict that remains central to Paraguayan historical memory.