Opinion ID: 600799
Heading Depth: 2
Heading Rank: 1

Heading: content-based restrictions

Text: 4 Our method of analyzing the constitutionality of Ladue's ordinance depends on whether the ordinance is content-neutral or content-based. 5 In classifying the ordinance as content-neutral or content-based, we are guided by the Supreme Court's plurality opinion in Metromedia, Inc. v. City of San Diego, 453 U.S. 490, 101 S.Ct. 2882, 69 L.Ed.2d 800 (1981). San Diego, in an effort to improve both the safety and the appearance of the city, enacted an ordinance prohibiting billboards in the city. The billboard ordinance excepted on-site billboards identifying the owner or occupant of the premises or advertising goods or services available on the property. Additionally, the billboard ordinance excepted various types of noncommercial signs. 3 In holding San Diego's billboard ordinance unconstitutional, the plurality articulated two concerns. First, by permitting on-site commercial billboards but banning on-site noncommercial billboards, the billboard ordinance favored commercial speech over noncommercial speech. Id. at 513, 101 S.Ct. at 2895. Second, by excepting some types of noncommercial speech from the general ban, the city was improperly choosing the appropriate subjects for public debate. Id. at 514-15, 101 S.Ct. at 2896. The plurality identified San Diego's billboard ordinance as a content-based regulation. 6 Ladue's ordinance raises the same concerns. The ordinance favors commercial speech over noncommercial speech, 4 and it favors certain types of noncommercial speech over others. Following the plurality in Metromedia, we conclude that Ladue's ordinance is a content-based regulation. 5 See National Advertising Co. v. Town of Niagara, 942 F.2d 145, 147 (2d Cir.1991) (following Metromedia ); National Advertising Co. v. City of Orange, 861 F.2d 246, 248-49 (9th Cir.1988) (same); Matthews v. Town of Needham, 764 F.2d 58, 60 (1st Cir.1985) (same). However, because of the Supreme Court's writing since Metromedia, we should address Ladue's argument concerning the secondary effects doctrine.