top of page

Policy Paper

Advertising & the First Amendment

Communication Law & the First Amendment as it Relates to Advertising Law

Policy or Issue

The U.S government respects and, in a way, violates the First Amendment, specifically freedom of speech and freedom of the press. The government respects freedom of speech because today, social media has reasonable restrictions like the 1976 Copyright Act. In contrast, the government, in a way, limits freedom of speech, expression, and the press, probably knowingly or unknowingly. For example, in 2018, Minnesota banned wearing clothes supporting a specific candidate or party in the polls. Besides, the constitution has two sides, one that protects individual human rights and one that protects public service; as a result, some of the decisions made by the government might come off as violations of human rights, but in reality, the decisions protect public safety. For example, banning tobacco advertisements might violate a business or individual's freedom of the press, yet it protects public safety by minimizing poor health conditions related to smoking tobacco.   

 

Freedom of speech can be considered the primary component of freedom of expression. Article 19 of the Universal Declaration of Human Rights recognizes freedom of speech as a human right ("Commercial Speech," 2022). The right of freedom of speech gives the people the mandate to express themselves without the government regulating or interfering in any way. Moreover, if the government has to interfere or regulate, it needs to provide substantial evidence to the Supreme Court to support its interference and regulations. Consequently, protected by the First Amendment, an individual can write or speak about something without being locked up or punished, provided the information is honest and genuine. This also applies to advertising since the constitution recognizes it as one of the topics protected by the First Amendment. 

Proposal and Recommendation

There are some options available when it comes to the legal implications revolving around Advertising and the First Amendment. Firstly, Policies that regulate advertising should weigh and see if these regulations benefit the public. Secondly, the Supreme Court should deeply analyze the evidence that concerns regulations of certain advertisements to see if they are valid and truly in consideration of the public. Finally, the government in conjunction with the Supreme Court should learn and categorize new advancements in the press and advertising space and fit them into the First Amendment.

 

The primary reason for The U.S constitution and First Amendment is to protect the interests of the public from itself, other nations, and the people, hence option one. The best way the government and Supreme Court can determine whether to carry on with the idea of banning a certain advertisement is to conduct surveys to question the people about its effects on the public. This way, the people will take part in the decision-making, minimizing confusion and cases that rise, blaming the government for being biased or violating the First Amendment.

 

The Supreme Court can achieve option two by carrying out a private investigation to ensure that the government and policymakers' substantial evidence brought to Court is true and not forged information. After all, sometimes, the government can bend a few rules to get what it wants without the Supreme Court knowing. Similarly, According to David Blunt, the COVID-19 pandemic has expressed that some people in power believe that they are above scrutiny, the law, and accountability (David Blunt, 2020). 

 

In 1791, the primary forms of mass communication were the press, holding meetings in town squares, and printing words. As a result, categorizing the press under the First Amendment was easy. Over the years, technological advancements like the internet have resulted in these elements becoming a major part of mass communication, hence advertising. As a result, categorizing internet issues related to advertising to be protected by the First Amendment proves to be hard. However, by learning and implementing advancements in press and advertising into the First Amendment more readily, we will reduce confusion and unending court disagreements when solving advertising-related issues.

 

Since the formulation and adoption of the First Amendment in 1791 (U. S. Constitution, 1791), several court cases, books, policies, and events have tried to explain the amendment and justify it based on their ideas and experiences, and perhaps most affected is the topic of Advertising and the First Amendment. As a result, there are two sides to the debate; the side that feels the government violates the First Amendment by limiting advertisements and the side that feels the government is doing them a favor by regulating commercial speech, thus not violating the First Amendment.  


Most of the options suggested above point towards the Supreme Court and the lawmakers because they are the primary determinants of the laws and policies that safeguard the public, followed by the people. Accordingly, all the three options mentioned above are effective, and the Supreme Court and the government need to consider them. However, option one is the best because it covers options two and three. Besides, while regulating commercial speech, the parties involved use the Central Hudson Test ("Commercial Speech," 2022) to determine if the regulation is constitutional by following four steps. Therefore, the primary method, if not the only method, to make sure the regulations of advertisements do not violate the First Amendment is to assess the situation, regulations, parties involved, and their ideas, as mentioned in option one.

Current Law

Many of the current laws involved with commercial speech are laws made in the 18th and 19th centuries that have been amended over the years to benefit the business organizations, government, and consumers. Besides, the needs and desires of people involved in trade change gradually as the years pass by, prompting the government and constitution to amend existing laws to meet the needs of its people. An example of the amended laws about advertising still applied today is the Federal Trade Commission Act. Congress formed the Federal Commission Act in 1914 and have continued to amend it as time moves forward (Ward et al., 2021). Under this law, advertisements need to be truthful and evidence-based to avoid misleading consumers. Any unfair or deceitful advertisement will result in punishment. 

Blunt David. (2020). Leaders breaking the rules is a far more serious attack on our liberty than lockdown itself. The Conversation. Retrieved  17 April 2022, from https://theconversation.com/why-leaders-breaking-rules-is-a-far-more-serious-attack-on-our-liberty-than-lockdown-itself-139405.

​

Commercial Speech. LII / Legal Information Institute. (2022). Retrieved 17 April 2022, from https://www.law.cornell.edu/wex/commercial_speech.

​

Johnson, B. (2002). Advertising & First Amendment Overview. Retrieved 17 April 2022, from https://www.freedomforuminstitute.org/first-amendment-center/topics/freedom-of-speech-2/advertising-first-amendment-overview/.

​

Ross, S. D., Reynolds, A., & Trager, R. (2019). The law of journalism and mass communication. CQ Press.

U. S. Constitution, (1791). First amendment. Google Scholar. Retrieved 17 April 2022, from https://heinonline.org/hol-cgi-bin/get_pdf.cgi?handle=hein.journals/gslr37&section=17

​

Ward, P. C. (2021). Federal trade commission: Law, practice and procedure. Law Journal Press. Retrieved 17 April 2022, from https://books.google.com/books?hl=en&lr=&id=WrQV1RcK0VAC&oi=fnd&pg=PA12&dq=federal+trade+commission+act&ots=jclM8njW3r&sig=9U8tLgcV1MTPUwD38pClIIB6O5Q

​

Va. State Pharmacy Bd. v. Va. Citizens Consumer Council, 425 U.S. 748 (1976)

​

Valentine v. Chrestensen, 316 U.S. 52 (1942)

Background

Most of the suppressive laws in England became common after the introduction of the printing press in 1450 when the British government and the Catholic Church were bent on controlling the press in England using their licensing power. The reason for controlling the press was to prevent the people from publicly criticizing the government and the church, in a way limiting their freedom of speech. Consequently, to prevent similar occurrences in America, a few loyal American citizens formulated the First Amendment after America became independent of Britain to prevent the U.S government from using some of the suppressive laws used by the British government. As a result, the First Amendment of America's constitution states, "Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances (Ross et al., 2019)." 

 

In 1942, the U.S Supreme Court exempted advertising or “commercial speech” from protection by the First Amendment. This happened when the Supreme Court independently created the “first commercial speech doctrine (Bruce Johnson, 2002)” under the 1942 Valentine vs Chrestensen decision. Weeks after Chaplinsky v. New Hampshire, the Court announced several speech categories that were not a threat to the constitution; thus, they did not need protection by the First Amendment. The categories listed by the Court were "the lewd and obscene, the profane, the libelous, and the insulting or 'fighting' words, (Bruce Johnson, 2002)" and soon, Valentine added the commercial speech. The Valentine case resulted from his disagreement with Chrestensen, who issued handbills about his business that contributed to littering the environment. Accordingly, New York City passed on a law to ban advertising on city streets. 

 

However, the idea proved unsustainable, prompting the Court to change its previous ideas in 1976. As a result, the court cases revolving around commercial speech drove the Supreme Court to decide that the government under the First Amendment protects any commercial speech that is not misleading or false. In the 1976 court case of Virginia State Pharmacy Board v. Virginia Citizens Consumer Council, the Court tore down a statute that was against pharmacists advertising their prices. This was the first step in recognizing advertising as a category that needs to be protected by the First Amendment. Despite its reluctance to include advertising as one of the things protected by the First Amendment, the Court had no choice but to do so, backed by Justice Harry Blackmun. Blackmun stated that the attempts made by states to limit commercial speech were irrational and that people received better services and needs if they were adequately informed, which would only be made possible by allowing accessible communication.

 

Since 1976, the Court has continued to receive advertising-related issues, prompting it to look into the matter more introspectively. Accordingly, the Court started recognizing the importance of including advertising as one of the speech categories that need protection by the First Amendment. However, some forms of commercial speech were provocative and threatening to healthy lifestyles, like contraceptives and tobacco commercials, and this caused a dilemma for the Court on whether to limit commercial speech or not. By 2002, the protection of commercial speech by the government was established. The process of pushing the Court to recognize commercial speech or advertising as one of the speech categories to be protected by the First Amendment was not smooth. To this day, especially with the changes in the press, the Court and constitution still struggle to handle cases related to advertising, questioning whether the current cases presented to courts about commercial speech are a violation of the First Amendment or not.

References

bottom of page