Document: 431 U.S. 85 97 S.Ct. 1614 52 L.Ed.2d 155 LINMARK ASSOCIATES, INC. and William Mellman, Petitioners,v.TOWNSHIP OF WILLINGBORO Gerald Daly. No. 76-357. Argued March 2, 1977. Decided May Syllabus A township ordinance prohibiting the posting of real estate "For Sale" "Sold" signs for purpose stemming what perceived as flight white homeowners from a racially integrated community held to violate First Amendment. Virginia Pharmacy Bd. v. Citizens Consumer Council, 425 748, 96 1817, 48 346. Pp. 91-98. (a) The cannot be sustained on ground that it restricts only one method communication while leaving ample alternative channels open. alternatives (primarily newspaper advertising listing with agents, which involve more cost less autonomy than signs, are likely reach persons not deliberately seeking sales information, may effective) far satisfactory. And is genuinely concerned place (front lawns) or manner (signs) speech, but rather proscribes particular types based their content because fears "primary" effect they will cause those receiving information act upon it. 93-94. (b) Moreover, despite importance achieving asserted goal promoting stable, housing, upheld promotes an important governmental objective, since does appear was needed achieve objective and, in any event, Amendment disables by restricting free flow truthful commercial information. 94-97. 3 Cir., 535 F.2d 786, reversed. John P. Hauch, Jr., Haddonfield, N. J., petitioners. Myron H. Gottlieb, Bordentown, respondents. Mr. Justice MARSHALL delivered opinion Court. 1 This case presents question whether permits municipality prohibit when acts stem perceives community. 2 Petitioner Linmark Associates, New Jersey corporation, owned piece realty Willingboro, J. decided sell its property, 26, 1974, listed petitioner agent. To attract interest petitioners desired sign lawn. however, narrowly limits can erected land township. Although prior 1974 were permitted subject certain restrictions at issue here, 18, Township Council enacted Ordinance 5-1974, repealing statutory authorization such all model homes. Petitioners brought this action against both building inspector charged enforcing ban declaratory injunctive relief.1 District Court granted declaration unconstitutionality, divided Appeals reversed, 786 (CA3 1976). We certiorari, 429 938, 351, 50 307 (1976), reverse judgment Appeals. * Willingboro residential located southern near Fort Dix, McGuire Air Force Base, offices several national corporations. developed middle-income Levitt & Sons, beginning late 1950's. It served over 80 agents. 4 During 1960's underwent rapid growth. population increased almost 350%, nonwhite rose 60 5,000, .005% 11.7%. As 1970 census, 44,000 people resided Willingboro. In 1970's, growth slowed; 1973, latest year figures available time trial, Willingboro's 3%. More significantly, actually declined 2,000 interval, drop 5%, grew 3,000, increase approximately 60%. By nonwhites constituted 18.2% township's population. 5 At trial respondents presented testimony two members three Human Relations Commission, whom agreed major decline "panic selling" is, selling whites who feared becoming black, property values would decline. One agent estimated reason 80% sellers gave decision "the whole town sale, didn't want caught bind." App. 75-144 (CA3), pp. 219a-220a. Respondents' witnesses also testified view catalyst these fears. 6 Kearns, Mayor during preceding enactment member enacted, concerning events leading up passage. Id., 183a-186a. According least 1973 became about changing meeting February called discuss "Willingboro, sell," suggested banned. suggestion received overwhelming support attending meeting. Kearns proposal requested Solicitor study contacted National Neighbors, nationwide organization obtained names other communities had prohibited signs. After obtaining favorable report Shaker Heights, Ohio, ordinance, after endorsement proposed began drafting legislation. 7 Rather following usual procedure conducting public hearing law preliminary approval, scheduled meetings 5-1974. first took before initial vote, second vote. conclusion hearing, approved unanimously. 8 transcripts hearings introduced into evidence trial. They reveal bearing need impact ordinance. With respect justification told home revealed turnover rate roughly 11%, p. 89a;2 typical month 230 posted among 11,000 houses community, id., 94a, 37a;3 (c) Tax Assessor reported "by large value properties way ahead ... comparable communities." 106a. projected agents 30%-35% purchaser-clients came them seen agent's 33a, 47a, 49a, 57a,4 estimated, his experience neighboring already banned without takes twice long 42a. 9 provided useful barometers sentiment toward told, example, surveys areas found law, 29a, 84a.5 addition, meeting, citizens, spoke, favored sizable margin. Interestingly, defending focused primarily aesthetic considerations transiency generally values. Few speakers directly referred racial composition supporting law. 10 been nine months no statistical data impact. agreed, number considering sharply. But enacted. respondents' real-estate-agent stated business 25% 164a, 226a, clientele remained unchanged, 160a. 11 did make specific findings fact. course opinion, court "is extent transient partly due proximity military facility Dix part numerous transfers estate." there "no evidence" en masse appeared, "merely indication residents influx minority groups moving resultant being reduction values." essentially accepted "findings," although experiencing "incipient" panic selling, F.2d, 799, "fear psychology (had) developed," 790. II A. 12 starting point analysis petitioners' claim must recent decisions has eroded "commercial speech" exception Bigelow Virginia, 421 809, 95 2222, 44 600 (1975), years ago, expressed dissatisfaction then-prevalent approach resolving class claims simply categorizing speech "commercial." 826, 2235. "Regardless label," we stated, "a escape task assessing stake weighing allegedly regulation." Ibid. concluded could constitutionally punish publisher printing abortion referral agency's paid advertisement promoted services contained availability abortions. 13 (1) later, 346 went further. Conceding "(s)ome fragment hope continuing validity 'commercial speech' arguably might have persisted matter Bigelow," 760, S.Ct., 1825, quite simply, "wholly outside protection Amendment," 761, 1805. recognizing forms regulation" regulation false misleading "are surely permissible," 770, 1830, little difficulty finding Virginia's prescription drug prices pharmacists unconstitutional.6 14 Respondents contend, must, distinguishable advertisements previously considered. distinctions advance now turn. B 15 (2) If treated differently invalidated Bd., listeners lesser regulated here. Persons desiring homes just interested communicating fact goods services. Similarly, would-be purchasers commodities like commodities. societal information," supra, 764, 1826, lessened here abortions drugs. 16 nevertheless argue concerns implicated communication. distinction significance analysis, laws regulating time, place, stand different footing altogether. Cf., e. g., Kovacs Cooper, 336 77, 69 448, 93 L.Ed. 513 (1949); Adderley Florida, 385 39, 87 242, 17 149 (1966); Grayned City Rockford, 408 104, 92 2294, 33 222 (1972). effort defend unpersuasive, reasons. First, serious questions exist "leave(s) open communication," U.S., 771, 1830. theory remain employ alternatives, practice marketed through leaflets, sound trucks, demonstrations, like. options realistically relegated signs; cf. Martin Struthers, 319 141, 146, 63 862, 865, 1313 (1943); 102-103, 461-462 (Black, dissenting); United States O'Brien, 391 367, 388-389, 88 1673, 1685-1686, 20 672 (1968) (Harlan, concurring); effective media message conveyed front house sold, Cohen California, 403 15, 25-26, 91 1780, 1788-1789, 29 284 (1971). then, 18 Second, lawns lawn size shape order promote "unrelated suppression expression," 377, 1679, 672.7 Nor acted restrict mode "intrudes privacy home, . makes impractical unwilling viewer auditor avoid exposure," Erznoznik Jacksonville, 422 205, 209, 2268, 2272, 45 125 otherwise reaches group right protect.8 demonstrated produces detrimental "secondary effect" society, Young American Mini Theatres, 427 50, 71 n. 34, 2440, 2452, 49 310 (1976). Rather, proscribed That proscription applies communication, therefore, transform "time, manner" case. See, supra; Police Department Chicago Mosley, 92, 2286, 212 (1972); Tinker Des Moines School Dist., 393 503, 510, 89 733, 738, 21 731 (1969). sustained, basis form. C 19 do seek distinguish relying vital serves: namely, housing. There goal. expressly recognized substantial benefits blacks interracial association Congress made strong commitment Trafficante Metropolitan Life Ins. Co., 409 364, 34 415 State argued prohibition price furthered health safety state preventing low cost, quality driving reputable out business. "strong interest" maintaining "professionalism licensed pharmacists." 766, 1828. unconstitutional unpersuaded necessary convinced disabled For same reasons conclude infirm. record demonstrates failed establish assure remains community.9 concluded, Council's apparent incidence homeowners. fortiori, 2% selling. confirm assumption proscribing reduce awareness thereby decrease concern selling.10 22 (3) constitutional defect basic. Assembly prevent pertains activity residents, bear most make: where live raise families. sought inimical views homeowners' self-interest corporate township: choose leave town. concern, aspect offerors offers offerees substance communicated citizens. dissemination restricted, then every locality country suppress facts reflect poorly locality, so plausible disclosure recipients "irrationally." denies government sweeping powers. said rejecting enable citizens find deny neither nor misleading: 23 "There highly paternalistic approach. assume itself harmful, perceive own best interests if well enough informed, means end close them. choice approaches ours General Assembly's. precisely kind choice, between dangers suppressing misuse freely available, us." 1829. 24 Or Brandeis put it: "If expose discussion falsehood fallacies, avert evil processes education, remedy applied enforced silence. Only emergency justify repression." Whitney 274 357, 47 641, 649, 1095 (1927) (concurring opinion). 25 Since meaningful 5-1974 statute overturned violates III 26 invalidating defenseless obviously continue process education" begun. give widespread publicity "Not methods remaining endeavor create inducements retain individuals 27 Beyond this, reaffirm our statement "commonsense differences 'no propose transaction,' Pittsburgh Press Co. Comm'n, 413 (376,) (, 2553, 2558, 37 669, 676-677) ((1973)), varieties suggest degree insure legitimate unimpaired." 771-772, 1830 24. Laws dealing requiring "appear form, include additional (is) (their) deceptive," ibid., very questions. another day, hold under review impairs information" 28 Reversed. REHNQUIST consideration according deed file Burlington County, Associates' sold April 21, 1976, pending Brief 2. moot case, agent, plainly "immediate prospect," Steffel Thompson, 452, 459-460, 94 1209, 1215-1216, 39 505 (1974), he desire thus controversy "of sufficient immediacy reality warrant issuance judgment." Maryland Cas. Pacific Coal Oil 312 270, 273, 61 512, 826 (1941). 1,100 each year, 10% rate. 75-1488 37a. Another January 7, Twin Hills section 32 920 houses. He further highest 62. 77a-78a. surveyed August, 230; recall, how many standing time. 225a. Mellman corroborated figure 135a. "surveys" form Rittenhouse Park attracted 70% section. benefit issued some anticipated decision, nature ipso facto strip protections." 795 premised sharp dichotomy "pure" noncommercial 794, restricted "impact detrimental" municipality, limitation pure element minimal," 795. clear unsubstantiated belief "detrimental." Accordingly, decide survive scrutiny unrelated expression. See Baldwin Redwood City, 540 1360, 1368-1369 (CA9 1976); Markham Advertising State, 73 Wash.2d 405, 439 P.2d 248 (1968), appeal dismissed, 316, 553, 512 Cf. Capital Broadcasting Mitchell, 333 F.Supp. 582, 585-586 (DC 1971), summarily aff'd, 405 1000, 1289, 31 472 observed, lack distinguishes Barrick Realty, Inc. Gary, 491 161 (CA7 1974), Indiana's indicating causing "whites move replace them." 163-164. express Realty While certainly plausible, possible eliminating turn sources unaffected. Indeed, banning fuel anxiety increasing dependence rumor surmise. Laska Hewitt, Are Against Signs Constitutional? Substantive Due Process Revisited, Real Estate L.J. 153, 160-162 (1975) (reporting adverse signs). volume unchanged suggests affect significant housing turnover.

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