Document: 515 U.S. 618115 S.Ct. 2371132 L.Ed.2d 541 FLORIDA BAR, Petitionerv.WENT FOR IT, INC., and John T. Blakely. No. 94-226. Supreme Court of the United States Argued Jan. 11, 1995. Decided June 21, Syllabus * Respondent lawyer referral service an individual Florida attorney filed this action for declaratory injunctive relief challenging, as violative First Fourteenth Amendments, Bar rules prohibiting personal injury lawyers from sending targeted direct-mail solicitations to victims their relatives 30 days following accident or disaster. The District entered summary judgment plaintiffs, relying on Bates v. State Arizona, 433 350, 97 2691, 53 810, subsequent cases. Eleventh Circuit affirmed similar grounds. Held: In circumstances presented here, do not violate Amendments. Pp. ____. (a) its progeny establish that advertising is commercial speech and, such, accorded only a limited measure Amendment protection. Under "intermediate" scrutiny framework set forth in Central Hudson Gas & Electric Corp. Public Service Comm'n N.Y., 447 557, 100 2343, 65 341, restriction that, like at issue, does concern unlawful activity misleading permissible if government: (1) asserts substantial interest support regulation; (2) establishes directly materially advances interest; (3) demonstrates regulation " 'narrowly drawn,' id., 564-565, 2350-2351. (b) Bar's 30-day ban solicitation withstands scrutiny. First, has both protecting privacy tranquility loved ones against invasive, unsolicited contact by preventing erosion confidence profession such repeated invasions have engendered. Second, fact harms are quite real demonstrated study, effectively unrebutted respondents below, contains extensive statistical anecdotal data suggesting public views immediate wake accidents intrusion reflects poorly upon profession. Edenfield Fane, 507 ----, ---- - 113 1792, 123 543; Shapero Kentucky Assn., 486 466, 475-476, 108 1916, 1922-1923, 475; Bolger Youngs Drug Products Corp., 463 60, 72, 103 2875, 2882, 77 469, distinguished. Third, ban's scope reasonably well tailored stated objectives. Moreover, duration brief period, there many other ways injured Floridians learn about availability legal representation during time. 21 F.3d 1038 (CA11 1994), reversed. O'CONNOR, J., delivered opinion Court, which REHNQUIST, C.J., SCALIA, THOMAS, BREYER, JJ., joined. KENNEDY, dissenting opinion, STEVENS, SOUTER, GINSBURG, Barry Scott Richard, Tallahassee, FL, petitioner. Bruce S. Rogow, Fort Lauderdale, respondents. Justice O'CONNOR Court. 1 Rules prohibit This case asks us consider whether Amendments Constitution. We hold they not. 2 1989, completed 2-year study effects opinion. After conducting hearings, commissioning surveys, reviewing commentary, determined several changes were order. late 1990, adopted proposed amendments with some modifications. Bar: Petition Amend Regulating Bar—Advertising Issues, 571 So.2d 451 (Fla.1990). Two these issue case. Rule 4-7.4(b)(1) provides "[a] shall send, knowingly permit be sent, . written communication prospective client purpose obtaining professional employ- ment if: (A) concerns wrongful death otherwise relates disaster involving person whom addressed relative person, unless occurred more than prior mailing communication." 4-7.8(a) states accept referrals service: engages no direct clients manner would Professional Conduct made lawyer." Together, create blackout period after may not, indirectly, single out order solicit business. 3 March 1992, G. Stewart McHenry his wholly owned service, Went For It, Inc., Middle challenging 4.7-4(b)(1) 4.7-8 alleged he routinely sent survivors within wished continue doing so future. Inc. represented it refer potential participating lawyers. October was disbarred reasons unrelated suit, McHenry, 605 459 (Fla.1992). Another lawyer, Blakely, substituted stead. 4 referred parties' competing motions Magistrate Judge, who concluded had government interests, predicated professionalism, recent ensuring individuals fall prey undue influence overreaching. Citing Judge found serve those interests sweep further necessary. recommended grant motion ground pass constitutional muster. 5 rejected Judge's report recommendations 808 F.Supp. 1543 (MD Fla.1992), 810 (1977), grounds, (1994). panel noted, conclusion, "disturbed require decision" reached, F.3d, 1045. granted certiorari, 512 115 42, 129 937 (1994), now reverse. II A. 6 Constitutional protection advertising, generally, vintage. Until mid-1970s, we adhered broad rule laid Valentine Chrestensen, 316 52, 54, 62 920, 921, 86 L.Ed. 1262 (1942), while guards most contexts, "the Constitution imposes restraint respects purely advertising." 1976, changed course. Virginia Bd. Pharmacy Citizens Consumer Council, 425 748, 96 1817, 48 346, invalidated state statute barring pharmacists prescription drug prices. At involved idea "I will sell you X Y price." Id., 761, S.Ct., 1825. Striking unconstitutional, argument "is removed 'any exposition ideas,' 'truth, science, morality, arts general, diffusion liberal sentiments administration Government,' lacks all protection." 762, 1826 (citations omitted). 7 Board, holding pharmacists, noting "[p]hysicians dispense standardized products; render services almost infinite variety nature, consequent enhanced possibility confusion deception undertake certain kinds 773, n. 25, 1831 25. One year later, however, applied Board principles invalidate newspapers media. supra, struck price what deemed "routine" services: uncontested divorce, simple adoption, bankruptcy, change name, like." U.S., 372, 2703. Expressing practicable simple, services, State's proffered justifications regulation. 8 Nearly two decades cases built foundation Bates. It established See, e.g., 472, 1921, 475 (1988); Zauderer Office Disciplinary Counsel Ohio, 471 626, 637, 105 2265, 2274, 85 652 (1985); re R.M.J., 455 191, 199, 102 929, 935, 71 64 (1982). Such protection, course, absolute. always been careful distinguish Amendment's core. '[C]om- mercial [enjoys] commensurate subordinate position scale values,' subject 'modes might impermissible realm noncommercial expression.' Trustees University N.Y. Fox, 492 477, 109 3028, 3033, 106 388 (1989), quoting Ohralik Ohio 436 447, 456, 98 1912, 56 444 (1978). observed '[t]o parity alike could invite dilution, simply leveling process, force guarantee respect latter kind speech.' 481, 3035, Ohralik, 1918. 9 Mindful concerns, engage restrictions speech, analyzing them under 341 (1980). Hudson, freely regulate misleading. 563-564, 2350. Commercial falls into neither categories, regulated satisfies test consisting three related prongs: first, must assert second, demonstrate third, 2350-51. B 10 "Unlike rational basis review, standard supplant precise put forward suppositions," 1798, 543 (1993). intrusive, See Brief Petitioner 8, 25-27; 1043-1044.1 obviously factors paramount (and repeatedly professed) objective curbing activities "negatively affec[t] justice." So.2d, 455; see also 7, 14, 24; 1043 (describing effort "to preserve integrity profession"). Because mail perceived argues, reputation eyes suffered commensurately. Pet. Cert. 14-15; 28-29. regulation, then, protect flagging reputations engaging conduct maintains, 'is universally regarded deplorable beneath common decency because special vulnerability private grief families.' 28, Anis, 126 N.J. 448, 458, 599 A.2d 1265, 1270 (1992). 11 little trouble crediting substantial. On various occasions accepted proposition "States compelling practice professions boundaries, part power health, safety, valid standards licensing practitioners regulating professions." Goldfarb Bar, 421 792, 95 2004, 2016, 44 572 (1975); 460, 1920-1921; Cohen Hurley, 366 117, 124, 81 954, 958-959, 156 (1961). Our precedents leave room doubt clients' interest." Edenfield, --- 1799. consistently recognized "[t]he well-being, tranquility, home certainly highest free civilized society." Carey Brown, 455, 471, 2286, 2295-2296, 263 Indeed, noted "a benefit citizens enjoy own walls, legislate protect, ability avoid intrusions." Frisby Schultz, 487 474, 484-485, 2495, 2502-2503, 101 420 (1988). 12 Hudson's second prong, challenged "advances Government's 'in material way.' Rubin Coors Brewing Co., 514 1585, 1588, 131 532 (1995), 1798. That burden, explained, satisfied mere speculation conjecture; rather, governmental body seeking sustain recites alleviate degree.' 1592, 1800. in-person certified accountants (CPAs). Accountancy "present[ed] studies suggest business CPAs creates dangers fraud, overreaching, compromised independence claims fear." record [did] disclose any evidence, either another State, validate[d] Board's suppositions." Ibid. fact, evidence tended "contradic[t] rather strengthe[n] submissions." 1801. Finding nothing substantiate allegations harm, 13 before suffer infirmities. submitted 106-page anecdotal—supporting contentions As mailed 700,000 annually, 40% aimed survivors. Summary Record 74,987 (Fla.) Lawyer Advertising (hereinafter Record), App. H, p. 2. A survey adults commissioned indicated "have negative feelings attorneys use Magid Associates, Attitudes Opinions Toward Direct Mail Attorneys (Dec. 1987), Record, C(4), 6. Fifty-four percent general population surveyed said contacting persons concerning events violation privacy. 7. random sampling received 1987 revealed 45% believed "designed take advantage gullible unstable people"; 34% tactics "annoying irritating"; 26% "an invasion your privacy"; 24% reported "made angry." Significantly, 27% recipients regard judicial process whole "lower" result receiving mail. 14 mustered noteworthy breadth detail. With titles "Scavenger Lawyers" (The Miami Herald, Sept. 29, 1987) "Solicitors Out Bounds" (St. Petersburg Times, Oct. 26, newspaper editorial pages burgeoned criticism send shortly accidents. B, pp. 1-8 (excerpts articles); Peltz, Legal Advertising—Opening Pandora's Box, 19 Stetson L.Rev. 43, 116 (1989) (listing editorials critical 1987, referenced record). includes page excerpts complaints recipients. example, citizen described how 'appalled angered brazen attempt' law firm him letter fiancee killed auto accident. I(1), 'despicable inexcusable' Pensacola wrote mother father's funeral. she 'astounded' then 'very angry' when minor 3. Still 'beyond comprehension' nephew's family day wrote, 'I my child's rankest form ambulance chasing incredibly poor taste. I cannot begin express vocabulary utter contempt kind.' 15 light showing—which time refuted, save conclusory assertion lacked "any factual basis," Plaintiffs' Motion Judgment Supplementary Memorandum Law 92-370-Civ. Fla.), conclude prong test. dissent, KENNEDY complains few indications sample size selection procedures employed Associates (a nationally renowned consulting firm) copies actual surveys employed. post, stated, believe adduced sufficient meet elaborated supra. event, read our empirical come accompanied surfeit background information. permitted litigants justify reference anecdotes pertaining different locales altogether, City Renton Playtime Theatres, 41, 50-51, 925, 930-931, 89 29 (1986); Barnes Glen Theatre, 501 560, 584-585, 111 2456, 2469-2470, 504 (1991) (SOUTER, concurring judgment), even, applying strict scrutiny, based solely history, consensus, "simple sense," Burson Freeman, 211, 112 1846, 1857-1858, 119 Nothing offered restriction, requires more. scouring record, aftermath accidents, unlike targets concrete, nonspeculative harm. 16 reaching contrary Appeals governed squarely Making mention court 'a [does not] invade recipient's substantively identical large. invasion, any, occurs discovers affairs, confronts recipient discovery.' 1044, Shapero, 476, 1923. cases, "this involve reading newspaper." 1044. 17 While Shapero's language Appeals' interpretation, differs fundamental us. foremost, treatment casual. Contrary dissent's suggestions, ____, did seek undertaken prevent lawyers' interests. generally O.T.1987, 87-16. Rather, focused exclusively overreaching inhering solicitations. contrast case, dealt solicitations, whatever frame whoever recipient. Finally, assembled attempting harm caused prophylactic blanket, untested assertions 475, 1922-1923. make privacy-based all, showing similarly infirm. 18 find Court's perfunctory utility assessing undoubtedly true people image sifting through police reports pursuit unpalatable intrusion. argued, reflects, principal "protecting [Florida's] crass times trauma." 8; cf. I(1) (citizen commentary describing outrage timing letters). stems learned (as notes, instances need glean information), but lawyer's confrontation information, wounds still open, respect, untargeted society large solicitation; involves willful knowing affront bereaved cause same reputational unearthed study. Nor 469 (1983), dispositive despite superficial resemblance. Bolger, Federal paternalistic potentially "offensive" "intrusive" advertisements contraceptives. Minimizing reasoned "[r]ecipients objectionable mailings 'effectively bombardment sensibilities averting eyes.' 2883, California, 403 15, 91 1780, 1786, 284 (1971). 'short, though regular, journey box trash can acceptable least far concerned.' 2883 (ellipses original), Lamont Commissioner Motor Vehicles, 269 880, 883 (SDNY), summarily aff'd, 386 F.2d 449 (CA2 1967). Concluding disposal ample means delivery contraceptive material, intercession unnecessary unduly restrictive. 20 Here, contrast, eliminated can. forestall irritation state-licensed concerned citizens' "offense" abstract, demonstrable detrimental regulates. 24, 28.2 posited much function receipt letters' contents. Throwing away opening minimize intrusion, combat former. nor other, cited dismissing particularly given unrefuted conclusions. Passing third examine relationship between chosen them. 480, 3034-3035. differences manifest. clear "least restrictive means" role context. "What decisions require," instead, 'fit' legislature's ends accomplish ends," fit necessarily perfect, reasonable; represents best disposition one whose proportion served,' employs narrowly achieve desired objective." Of equate less rigorous obstacles review; Cincinnati Discovery Network, 13, 1505, 1510 99 (1993), existence "numerous obvious less-burdensome alternatives relevant consideration determining reasonable." 22 Respondents levy great deal criticism, echoed "[B]y communications people, mind," charge, "keeps useful information ready, willing able utilize advice." 14. parsed components. terms severity injuries. According respondents, unconstitutionally overinclusive insofar bans even injuries relatively minor. 15. learning options, actors—opposing counsel insurance adjusters clamoring victims' attentions. Any arising implicitly contend, outweighed costs. 23 persuaded respondents' infirmity. deficiency failure among pain intensity grief. hard imagine contours satisfy score. Rather drawing difficult lines "severe" situations appropriate others, presumably, inappropriate) grief, anger, emotion, crafted applicable postaccident period. Unlike alternatives" Florida's short temporal ban. Cincinnati, 1510, 13. well-tailored eliminating type source distress Floridians, lose 24 Respondents' point afforded leeway devise innovative attract new permits advertise prime-time television radio They rent space billboards. letters population, discrete segments thereof. There are, devoted Yellow Pages telephone directories. These listings organized alphabetically area specialty. 4-7.2(a), ("[A] media, directory, periodical, billboards signs, radio, television, recorded messages access dialing number, defined 4-7.4"); 461. alternative channels explain why, testimony, favoring opposing) unrestricted solicitation, pointed to—and independently found—a example helped avoid, brought about, considerable difficulty finding one. 7; C(5), 8. question commonsense conclusion communicating necessary sufficient, defect III 25 Speech professionals dimensions. accord issues matters strongest offer. Gentile Nevada, 1030, 2720, 888 (1991); Primus, 412, 1893, 417 pure reserved lesser degree Amendment. Particularly traditionally States, limit regulations level 'subordinate position' values. 1918-1919. 26 three-part devised invasive indicating illusory. palliative address narrow duration. Constitution, view, 27 Appeals, accordingly, 28 GINSBURG join, dissenting. communicate willingness assist engaged protected principle understood since (1977). today undercuts important class unsettles leading precedents, expense assistance. view solicitude misplaced self-defeating, premises. uncontroverted results injury, often urgent once investigate occurrence, identify witnesses, evidence. Vital expression therefore, stake victim explaining offering competent Meanwhile, better informed parties, parties solicited sophisticated indirect, work. themselves attorneys, investigators, adjusters, unrepresented gather offer settlement. scheme makes sense. sense, first interpretation application gone awry. 31 Although agree resolved inquiry identified assess 566, 2351, (1980), preliminary observation capacity convey complex substance, yielding insights interpretations depending identity listener reader context transmission. oversimplify say here more, banned vital recipients' right petition courts redress grievances. nature reason why so-called become essential discourse secures. [113 1798], If control imperative apply exacting care fidelity suppression knowledge transcends financial self-interests speaker. 32 considered pursues enacting Ante, says standard. "in tranquility" her family. recognition matter; follow majority cites here. problem confronts, overcome, decision importance explicit distinction recited fears "overreaching influence." 1922. found, advertising. letter, printed advertisement (but lawyer), readily drawer ignored, discarded." exist 'condition' susceptible influence, mode poses serious danger exploit susceptibility." substantiality evils prevented, difference." present justification (1978) direct, prohibited State). (an accountant's accounting implicate interest, permitting considered). 33 To controlling effect us, seeks declare implicated. sees matter, families offended trauma. But allow justified offend listener. contrary, "are classically validating Amendment." Population Services International, 431 678, 701, 2010, 2024, 52 675 And (1985), where down held members offensive suppressing it. bar dignity." 648. 34 mails 76, 2885-86, (1983) (REHNQUIST, concurring) (citing Blount Rizzi, 400 410, 423, 498 designed "shiel[d] materials likely offensive" furthered "little weight," "we suppression." 71, Carey, 2024-2025). audience captive assure speech. Consolidated Edison Co. 530, 542, 2326, 2335-2336, 319 Outside context, never Government itself shut off flow offended." 2883. occupants household audience, ibid., asserted offense should All objectional can.' (citation observed, concerned." forbidding overruled, so. 35 face difficulties logic precedent, turn interest: dignity is, seems fair say, demeaned behavior few. takes step amicus Association Trial Lawyers America. disrespect sort presumably solicitation) lower jury verdicts. arguments circular. arise unethical improper practice, begs assuming constitute practice. purposes promote justice, extent deem offensive, America candid enough admit) manipulating public's informs system works. thus proceeds very assumption tries prove, legitimate purpose. This, censorship simple; antithetical expression. 36 Even substantial, fails test, eliminate advance way. 1800]. burden demonstrating reality rests State. Slight mean claims. trying real, let alone used term "Summary Record" describe document prepared adverse ante, procedures, explanations methodology, discussion excluded results. description universe scientific productive contains. describes matter "noteworthy detail," examined, incompetence. selective synopses unvalidated deal, part, phone book listings, premise, call forms generous identification arguably discussed. these, synopsis attitudes towards bulk remaining include comments (some favorable), articles topic. something self-serving unsupported statements elimination suppress truthful nondeceptive 1800-1801]. 37 telling thrust Bar. suffering trauma claim. asked oral "typical plaintiff get[s] mail," replied: "That's don't know answer question." Tr. Oral Arg. Having declared served ought excused justifying conclusion. 38 insufficiency reinforced analysis. Were reach reasonable fit. flat prohibits purported interest. legitimate, wild disproportion supposed enforced. bother discuss, jurisprudence 569-571, 2353-2354; 3034-3035, (1989). 39 with, applies accidental injuries, gravity. excess severe making distinctions significant, unconvincing. criminal distinguishes degrees bodily see, Sentencing Commission, Guidelines Manual § 1B1.1, comment., 1(b), (h), (j) (Nov. delineation workable "hard regulation" requirement. 40 moreover, attorney's advice unwelcome manner. chance days, distraught hearing attorney. risk think interested help sound urgent. 41 fails, conceded prompt seeming offers, resort clients. Quite aside latent protectionism discloses, concedes necessity prejudiced vindicate desire advice, who, lack education, linguistic ability, familiarity system, unable services. Cf. Trainmen ex rel. 377 1, 3-4, 84 1113, 1115-1116, (1964). 42 reasonableness methods redressing evaluated, possible tried. neglects largely self-policing: Potential hire enters contract later regrets it, Florida, allows rescind contracts executed. 4-1.5 (Statement Client's Rights) (effective 1993). deprives claim compensation part; representation: too ill-informed cases; essence assemble warn enter settlement negotiations evidentiary discussions investigators opposing parties. over 5-year 68% American consulted lawyer. 1995, section 3, col. 1. modern timely way up vast demand advised choices rights selecting 280,000 each indication efficacy device. efforts beneficial role. contract. shows informing number choose, select counsel, interview deliberate informed. reveal social costs tort whole, directed reforming operation approach, seem proper elevating honor IV 43 ironic orders major retreat guarantees shield criticism. Obscuring aspect society, laudable goal. authority profession's aspects. erodes distorts remembered progress begins less. amounts "sermonizing," 490, 1930 (O'CONNOR, dissenting), attempt futile. guiding principle, full furthers reform. without improving substance ensure ethical linked clients." 461, 1921. Today's departure, govern transmission new-found illegitimate along knows Self-assurance hallmark censor. public, decide ideas deserving adherence. "[T]he speaker government, value presented." 1798]. By rule, today's complicit censorship. reasons, dissent judgment. syllabus constitutes Reporter Decisions convenience reader. Detroit Lumber 200 321, 337, 282, 287, 50 499. stages litigation, addition urged now, 1042-1043; 474-476, 462, 1921-22, press restriction; prong. 1590-91, (deeming government's "substantial"). Missing nuance apocalyptically "unsettl[ing] precedents," thing. difference acts behalf entities regulates, motivated primarily paternalism. focus situation.

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