This article examines the specific characteristics of regional street art regulation mechanisms and their impact on the image and development of the city. The research problem involves a conflict of interest: the administration seeks to clean urban spaces, residents balance between a desire for cleanliness and the aesthetics of street art, while artists avoid formal approval to preserve their subcultural identity. The empirical part of the article is based on an analysis of the media landscape and social networks of eight Russian cities using the Brand Analytics tool. As a result of the study, sustainable models of social regulation are identified, and recommendations for both municipal administrations and artists are proposed.