This note focuses on the choice valuation restrictions on of traffic entering the city of Lisbon, based on individual preferences in relation to noise, pollution and congestion. The analysis employs a questionnaire distributed in 2007 to ascertain the significant characteristics of traveling to Lisbon, with the aim of curbing the number of cars that are associated with the probability of individuals supporting a charge on motor vehicles entering the city. The model also takes into account the uncontrolled heterogeneity of the data. Some policy implications are also presented.