No beach soccer, no fried shrimp and definitely no prostitutes' disco at Rio carnival

In a bid to smarten up the city's image after it won the bid to host the 2016 Olympics, the mayor has launched a zero-tolerance campaign against petty crimes and disorders that has angered those citizens who just want to have drunken fun.

No longer will revellers be permitted to relieve themselves into the open gutter as in Carnivals past, while those looking for paid female company at the Help Bar at the heart of Copacabana beach will discover a delightful new museum dedicated to Brazilian music, film and photography.

Even the beaches are being tightened up, with tight restrictions on the full-service bazaars and beach football only permissible after 5pm.

Yesterday, as the Carnival kicked off, the new laws received a mixed response. "The plan is doing the impossible: making Rio square," said Marcus Paulo Reis, a 36-year-old businessman sipping beer at lunch this week in the beachside Arpoador area. "They're trying to get rid of the grit that gives Rio its flavour."

However violence is still the city's biggest security concern: at least seven suspected drug traffickers and a policeman were killed on Thursday in a shootout in a slum in northern Rio. Yet there appears to be a silent majority glad to get some peace on the beach and during this week's party, as international headliners poured into Rio, including Madonna, Beyonc, Alicia Keys and Paris Hilton.

"It will make Carnival more secure," said Alexandre Verissima, a 34-year-old actor, standing on Ipanema beach in his swimsuit.

Amid the law-and-order makeover, a seven-year-old girl was preparing to samba before a crowd of thousands as a Carnival drum corps queen, a coveted role normally reserved for sultry models. A family court judge overruled objections that it is inappropriate for little Julia Lira to be in such a traditionally sexualised role.

Much like New York City's government did in the 1990s, mayor Eduardo Paes wants to end Rio's general lawlessness with a zero-tolerance campaign code he calls "shock of order." The effort has left a bad taste in the mouths of some Cariocas, as Rio residents call themselves, especially those who make their living on the beach – the destination for up to two million people on a summer day.

Eager to clean up the beaches, the mayor has outlawed food like fried shrimp and grilled cheese sticks that have soaked up booze in Brazilian bellies for generations. Beer and drinks are still served in the 38C-plus heat forecast for Carnival.

Beloved beach vendors who once operated out of hand-painted tents – providing chairs, sun umbrellas, drinks and food – are now forced to use the same model of tent and rent out just 100 chairs and 30 umbrellas each, all with no markings. This has disoriented the hordes who tend to go to the same beach spot each weekend their entire lives.

"I've lost so much money since they started this garbage," said vendor Jonildo Viegas da Silva, known by his loyal clientele as Nildo. "No more selling fruit salad, no more sandwiches. I'm losing customers because I run out of chairs to rent by 10am"