Miami-Dade Sheriff Rosie Cordero-Stutz has clarified her position on promotional activities for Grand Theft Auto 6, stating her previous objections were solely focused on the use of public facilities and infrastructure. Her concerns, she explained, were about the message conveyed by utilizing public assets like transit stations and Miami International Airport for promotion.
Earlier, the Sheriff had characterized the Grand Theft Auto franchise as one "built around criminal activity," citing its depiction of murder, robbery, drug trafficking, and violence. This stance was taken when initial proposals for collaborations involving public spaces came to light.
Despite these concerns, promotional campaigns for Grand Theft Auto 6 have moved forward. The City of Miami Beach approved a "discreet" campaign, and the Kaseya Center, home to the NBA's Miami Heat, prominently displayed a "Welcome to Vice City" sign on its roof. The campaign escalated in October with the "Night in Vice City" event, which saw the arena and the Miami Heat team rebranded in Vice City themes.
In response to the NBA team's involvement, a representative for the Sheriff's department told PC Gamer that Cordero-Stutz's comments "were not directed at promotional decisions by private businesses or organizations." The focus remained on the principle of using public, taxpayer-funded assets to promote a game with mature themes.
The distinction between public and private promotion appears to be a key point. For example, the Miami Beach campaign is managed by Boucher Brothers, a hospitality management company, with advertising materials appearing on items like beach chairs and umbrellas, rather than directly on city property. This approach aims to create distance from direct civic endorsement.
While past controversies, such as the "Hot Coffee scandal," generated significant alarm, the current promotional efforts seem to have moved past widespread public outcry. Some local officials have reportedly dismissed concerns about the game's impact. The current situation contrasts with earlier eras where figures like Jack Thompson actively campaigned against such content.