SAN FRANCISCO—San Francisco City Attorney, Dennis Herrera is demanding that whoever wrote graffiti, releasing Justin Bieber’s latest album, “Purpose,” be “identified” and “punished.”

According to a press release from the City of San Francisco, Herrera is demanding that recording label, Universal Music Group, penalize those responsible for a guerilla marketing campaign which includes pervasive ads which appear to be spray painted on public sidewalks with a permanent substance as a way to promote Bieber’s latest album.

The sidewalks, located in the Haight and Ashbury Districts, as well as surrounding areas, read “Justin Bieber PURPOSE # NOV 13.”

San Francisco News has reached out to city officials who have not yet responded about the vandalism incident.

Herrera issued a statement to Def Jam Records and Universal Music Group, calling the crime, “Illegal and actionable,” He also claims to have allegedly received complaints for weeks from locals about the stenciled ads.

“Our sidewalks in San Francisco are not canvasses for corporate advertising, and we have made that clear. Yet these guerrilla marketers believe they are above the law when it comes to blighting our city and we will take a strong stand against them. The definition of graffiti is tagging someone else’s property without permission, and they certainly did not have our permission to do this to our sidewalks,” said San Francisco Public Works Director, Mohammed Nuru.

Herrera indicated that he is working with city leaders on legislation to “substantially enhance civil penalties” for such marketing schemes. Legislation is already being implemented by San Francisco Supervisor Aaron Peskin. The legislation will also include a statement from Herrera and Public Works.

Penalties for guerilla marketing tactics will include citations of $25,000 per violation, including compensation fees.

Herrera is currently attempting to resolve such incidents with Def Jam Records and Universal Music Group by getting the companies to bring forth persons involved with the vandalism, with “a proposal to resolve the full scope of wrongdoing and avoid civil litigation.”