This is not a "free market" issue. This is a safety issue.
Last week I watched some guy running his horse at a full gallop
along the beach at Beachcomber hotel. There were children and
TODDLERS on that beach!!!

We spoke to a guest who last year saw a woman riding a walking horse bolt
away at a gallop and tried to remove her by going under a thatched cabana
She had the presence of mind to hug down on the horse and probably escaped with
her life.

Ok use a single horse walking up and down the beach with an advertising sign.

This is a problem that needs to be addressed by...whom?