Document: 433 U.S. 350 97 S.Ct. 2691 53 L.Ed.2d 810 John R. BATES and Van O'Steen, Appellants,v.STATE BAR OF ARIZONA. No. 76-316. Argued Jan. 18, 1977. Decided June 27, Rehearing Denied Oct. 3, See 434 881, 98 242. Syllabus Appellants, who are licensed attorneys members of the Arizona State Bar, were charged in a complaint filed by Bar's president with violating Supreme Court's disciplinary rule, which prohibits from advertising newspapers or other media. The was based upon newspaper advertisement placed appellants for their 'legal clinic,' stating that they offering services at very reasonable fees,' listing fees certain services, namely, uncontested divorces, adoptions, simple personal bankruptcies, changes name. Court upheld conclusion bar committee had violated having rejected appellants' claims rule §§ 1 2 Sherman Act because its tendency to limit competition it infringed First Amendment rights. Held: 1. restraint attorney imposed wielding power over practice law is not subject attack under Act. Parker v. Brown, 317 341, 63 307, 87 L.Ed. 315, followed; Goldfarb Virginia 421 773, 95 2004, 44 572; Cantor Detroit Edison Co., 428 579, 96 3110, 49 1141, distinguished. Pp. 359-363. 2. Commercial speech, serves individual societal interests assuring informed reliable decisionmaking, entitled some protection, Pharmacy Board Consumer Council, 425 748, 1817, 48 346, justifications advanced appellee inadequate support suppression all attorneys. 363-384. (a) This case does involve any question concerning in-person solicitation as quality legal but only whether lawyers may constitutionally advertise prices routine will be performed. 366-367. (b) belief somehow above 'trade' an anachronism, lawyer his undermine true professionalism. 368-372. (c) Advertising inherently misleading. Only lend themselves advertising, such fixed rates can meaningfully established, own Legal Services Program demonstrates. Although client know detail involved given task, he identify service level generality lends itself. Though provide complete foundation on select attorney, would peculiar deny consumer least relevant information needed decision ground complete. 372-375. (d) Advertising, traditional mechanism free-market economy supplier inform potential purchaser availability terms exchange, well benefit administration justice. 375-377. (e) It entirely possible serve reduce, advance, cost consumer, aid new entering market. 377-378. (f) An inclined cut do so regardless restraints ineffective deterrent shoddy work. 378-379. (g) Undue enforcement problems need anticipated, incongruous opponents extol virtues profession while also asserting through mislead clients. P. 379. 3. overbreadth doctrine, represents departure person challenge statute might applied unconstitutionally circumstances than those before court, inapplicable professional context where necessary further intended objective, cf. Bigelow Virginia, 809, 817-818, 2222, 2230, 600, must therefore demonstrate specific conduct protected. 379-381. 4. On this record, (contrary appellee's contention) misleading falls within scope protection. 381-382. term clinic' understood refer operation like geared standardized multiple services. advertisement's claim offer 'very reasonable' Appellants' advertised fee divorce, specifically cited appellee, line customary charges area. 382. failure disclose name change accomplished without attorney's since difficulty performing task revealed most performed legally citizen himself. Faretta California, 422 806, 2525, 45 562. 113 Ariz. 394, 555 P.2d 640, affirmed part reversed part. William C. Canby, Jr., Tempe, Ariz., appellants. Daniel M. Friedman, Washington, D.C., United States, amicus curiae, special leave Court. Frank, Phoenix, appellees. [Amicus Curiae Information pages 352-353 intentionally omitted] Mr. Justice BLACKMUN delivered opinion As regulation has enforces restricts presents two issues: Act, 15 U.S.C. 2, forbid state regulation, violates Amendment, made applicable Fourteenth.1 * Appellants Bates O'Steen Arizona.2 such, Bar Arizona.3 After admission 1972, worked Maricopa County Aid Society. App. 221. 3 In March 1974, left Society opened office, call Phoenix. Their aim modest persons moderate income did qualify governmental aid. Id., 75. order achieve end, accept matters, name, costs could kept down extensive use paralegals, automatic typewriting equipment, forms office procedures. More complicated cases, contested accepted. 97. Because set have relatively low return each handled, depended substantial volume. 122-123. 4 conducting manner years, concluded clinical concept survive unless particular, advertised. 120-123. Consequently, generate flow business, is, 'to attract clients,' id., 121; Tr. Oral Arg. 4, February 22, 1976, (reproduced Appendix opinion, infra, 385) Republic, daily general circulation Phoenix metropolitan seen, stated listed services.4 5 concede constituted clear violation Disciplinary Rule 2-101(B), incorporated 29(a) Arizona, 17A Ariz.Rev.Stat., p. 26 (Supp. 1976). provides part: 6 '(B) A shall publicize himself, partner, associate, affiliated him firm, magazine advertisements, ratio television announcements, display advertisements city telephone directories means commercial publicity, nor authorize permit others behalf.'5 7 Upon filing initiated 350, hearing held three-member Special Local Administrative Committee, prescribed 33. 16. took position consider validity allowed parties develop record based. recommended suspended less six months. 482. review Governors pursuant 36, one-week suspension appellant, weeks run consecutively. 486-487. 8 permitted 37, then sought arguing, among things, competition, court both claims. re Bates, 640 (1976). plurality6 viewed skepticism adverse effect competition.7 But, even if otherwise violate plurality exempt 'is activity acting sovereign.' 397, 643. thus shielded state-action exemption 315 (1943). 9 Turning issue, noted restrictions survived constitutional past, citing, along Williamson Lee Optical 348 483, 75 461, 99 563 (1955), Semler Dental Examiners, 294 608, 55 570, 79 1086 (1935).8 recognizing 346 (1976), 600 (1975), speech protection focused passages opinions acknowledging considerations bear lawyers. U.S., 773 n. 25, S.Ct., 1831; 773-775, 1831-1832 (concurring opinion); 825 10, S.C., 2234. apparently view older decisions dealing these recent cases unscathed, 2-101(B) passed muster.9 agreement Governors, felt 'was done good faith test constitutionality DR 2-101(B),' reduced sanction censure only.10 400, P.2d, 646. 10 Of particular interest here Holohan dissent. view, should been framed 'the right public consumers citizens about activities profession,' 402, 648, rather one involving merely profession. Observed light, disservice public: 11 'Obviously what charge important private economic Such helpful, perhaps indispensable, formation intelligent how system working regulated altered. . issue prevents access public.' 402-403, 648-649. 12 dissenter acknowledged types cause confusion deceptin, remedy ban form, advertising. Thus, despite 'personal dislike attorneys,' found unconstitutional. 13 We probable jurisdiction. 429 813, 53, 50 73 II 14 (1943), apply against action. Olsen Smith, 195 332, 344-345, 25 52, 54-55, 224 (1904). raisin producer-packer brought suit California officials challenging program designed restrict growers thereby maintain State, 'as sovereign, act government undertake prohibit.' 352, 314. Appellee argues, held, bars instant claim. agree. course, Brown final word matter. considered reason another. 572 (1975); 1141 Cantor, however, distinguishable, reasoning supports our here. 16 we § publication minimum-fee schedule county association Bar. operated create rigid price floor classic example fixing. Both argued exemption. action protected, emphasizing 'we inquire into stateaction cannot fairly said Rules required anticompetitive either respondent.' 790, 2015. case, contrast, challenged affirmative command 27(a) 2-101(B). That ultimate body State's law, see Ariz.Const., Art. 3; Bailey, 30 407, 248 29 (1926), and, thus, 'compelled direction 791, 2015.11 17 seek draw solace Cantor. defendant electric utility, distributed light bulbs residential customers additional charge, including state-regulated utility rates. plaintiff, retailer sold bulbs, suit, claiming using monopoly distribution electricity restrain sale bulbs. immunize itself embodying practices tariff approved commission. Since derived Code Professional Responsibility American Association,12 argue analogy no immunity result bar's success adopted State. They assert embodied prevail regulating bar. 595, 3119. Particularly claim, tailored intrude federal minimum extent necessary. 596 34, 597, 3119, 3120. 18 believe, arose critical. First, obviously, different directed official agency, party.13 Here, real party interest; rules, trier fact process. Wilson, 106 470 441 (1970). plays role completely defined court; acts agent continuous supervision. 19 Second, emphasized independent regulatory market 584-585, 3114; 604-605, 612-614, 3123-3124, 3127-3128 opinions). There suggestion bulb justified flaws competitive response health safety concerns. And essential utilities. core protect public. Indeed, '(t)he States especially great primary function administering justice, historically 'officers courts." 792, 2016. Cohen Hurley, 366 117, 123-124, 81 954, 958, 156 (1961).14 specifically, controls long oversight.15 Federal interference unlike intrusion sanctioned Cantor.16 20 Finally, light-bulb instigated acquiescence incorporation reflected authorized employ desired. 594, 31, 3118. situation now us different. rules reflect articulation policy regard behavior. Moreover, shows, pointed re-examination policymaker proceedings. Our concern being unnecessarily inappropriately subordinated situation; deem significant clearly affirmatively expressed supervision active. 21 conclude determination barred affirmed. III A. 22 Last Term, declaring pharmacist guilty 'unprofessional conduct' prescription drug prices. monetary penalty revocation license. effectively prevented information. recognized desired wish report particularly newsworthy comment cultural, philosophical, political subject; communication characterized simply: "I sell you X Y price." 761, 1825. Nonetheless, kind Amendment. 23 analysis began, ibid., observation protected though form paid advertisement, Buckley Valeo, 424 1, 612, 46 659 (1976); New York Times Co. Sullivan, 376 254, 84 710, 686 (1964); profit, Smith 361 147, 80 215, 205 (1959); Murdock Pennsylvania, 319 105, 870, 1292 (1943); pay contribute money, supra; Cantwell Connecticut, 310 296, 60 900, 1213 (1940). If distinguished, 'must distinguished content.' But consideration competing reinforced withdrawn proposed mundane transaction. Even speaker's largely economic, contexts. See, e. g., NLRB Gissel Packing 395 575, 89 1918, 547 (1969); Thornhill Alabama, 88, 736, 1093 listener's substantial: consumer's free often far keener urgent dialogue. served speech. commercial, carry import issues day. (1975). availability, nature, products performs indispensable allocation resources enterprise system. FTC Procter & Gamble 386 568, 603-604, 1224, 1242-1243, 303 (1967) (Harlan, J., concurring). short, decisionmaking. 761-765, 1825-1827. 24 Arrayed number proffered ban. Central them maintenance professionalism pharmacists. asserted economize customer's expense. He reduce eliminate truly portions services: packaging drugs assure effectiveness, supplementation occasion prescribing physician's advice use. said, price-shop, undermining pharmacist's effort monitor regular customer ensure provoke allergic reaction incompatible another substance consuming. image skilled specialized craftsman talent reinforce habits mere shopkeeper. 766-768, 1828-1829. strong maintaining pharmacists, High standards assured large close pharmacists subject. 768, 1829. observed 'on inspection seen protectiveness rests measure advantages ignorance.' 769, presence potent alternative 'highly paternalistic' approach: 'That assume harmful, people perceive best enough informed, end open channels them.' 770, choice between dangers suppressing arising precisely 'that makes us.' Ibid. linmark Associates, Inc. Willingboro, 431 85, 97, 1614, 52 155 (1977). out detailed summary Arizona's violative fortiori it. Like statutes, inhibit keep ignorance. possibility, differences professions bring play, reserved judgment professions.17 27 confronted arguments explicitly toward B 28 presently narrow one. address associated relating probably susceptible precise measurement verification circumstances, deceptive public, false. suggest, perceive, contained claims, extravagant otherwise, Accordingly, resolve clients hospital room accident site, breeds undue influence agents 'runners.' Activity pose overreaching misrepresentation encountered announcement Hence, us. Third, note criticism much force basic factual content advertising: address, number, hours, like. Association provision current allow disclosure information, more, classified section directory. 2-102(A)(6) (1976).18 recognize, diet limited spartan fare scant nourishment. heart dispute today Numerous restriction turn: Adverse Effect Professionalism. places emphasis effects feels key professionalism, argued, sense pride involvement discipline generates. claimed commercialization, dignity self-worth. hustle marketplace adversely affect profession's orientation, irreparably damage delicate balance lawyer's earn obligation selflessly serve. erode client's trust attorney: Once perceives motivated confidence commitment welfare jeopardized. tarnish dignified 31 commend spirit practiced dedicated. present Members Court, all, feel otherwise. pause undercut spirit. find postulated connection erosion severely strained. At core, argument presumes conceal real-life livelihood suspect few engage self-deception.19 rare client, moreover, means, enlists expectation rendered charge. B. Christensen, Lawyers People Moderate Means 152-153 fact, advises reach 'a basis made,' '(a)s soon feasible after employed.' EC 2-19 relationship promptly disclosed ethical grounds, once seems inconsistent condemn candid revelation same arrives office. 32 assertion diminish reputation community question. Bankers engineers advertise,20 yet regarded undignified. suggested creates disillusionment profession.21 absence community: Studies reveal many obtain counsel when feared services22 inability locate competent attorney.23 cynicism created publicly eschewed condoning actions structures social civic associations contacts 33 appears originated etiquette ethics. Early Great Britain service, earning living, looked unseemly. H. Drinker, Ethics, 5, 210-211 (1953).24 Eventually, attitude fostered evolved aspect ethics 211. habit tradition adequate answer challenge. day, belittle earns living strength arm mind. 'above' trade become historical crumbled. 34 Inherently Misleading Nature Attorney Advertising. inevitably individualized prevent comparison unable determine advance just needs, highlight irrelevant factors fail show factor skill. 35 persuaded restrained indeed unique, doubtful type.25 ones: adoption, bankruptcy, appellants.26 demanded vary slightly, although fungible, facts make work price.27 unique established refuted case: sponsors participating agree perform 459-478. until standard tasks. 355. little inherent lack standardization services.28 36 second component ignores diagnostic fares better.29 unlikely go ascertain clean bill health. Rather, likely employed doubt able desires 37 third merit: attorney. incomplete, decision. prohibition flows consumers.30 assumes sophisticated realize limitations better ignorance trusted correct incomplete underestimation event, dubious justification benefits 769-770, 1829-1830. Although, retains omissions presenting inaccurate picture, preferred more disclosure, less. naivete$ misleading, populace sufficiently enable place proper perspective. 38 Administration Justice. undesirable stirring up litigation.31 judicial machinery aggrieved forward encourage rights courts, undesirably unsettling repose. barratry. Comment, Critical Analysis Against Solicitation Lawyers, U.Chi.L.Rev. 674, 675-676 (1958). 39 unmitigated source harm benefits. increase machinery, notion always suffer wrong silently redress action.32 acknowledges, middle 70% population reached adequately profession.' ABA, Revised Handbook Prepaid (1972).33 Among reasons underutilization fear cost, suitable lawyer. nn. 23, supra. help solve problem: exchange. burden not-quite-poor unknowledgeable. allowing accord 'facilitate process selection lawyers, assist making fully available.' ABA 2-1 40 Undesirable Economic Effects overhead profession, increased fees. entry barrier, deterring preventing young penetrating entrenching members. 41 These seem best. Neither distinguishes others, 1828, neither discovering lowest seller acceptable ability. result, isolated incentive competitively reduced. demonstrated, there revealing evidence products; retail dramatically lower advertising.34 consumer.35 42 entry-barrier equally unpersuasive. rely business. time contacts, perpetuate Consideration urge competitor 43 5. Quality Service. 'package' price, provide, indiscriminate use, package fits needs. Restraints way necessarily mean offered standardized. advertises substantially undermined fixed-fee prepaid Program. leads creation clinics' clinics emphasize procedures improve reducing likelihood error. 6. Difficulties Enforcement. wholesale course taken. lacks sophistication After-the-fact lured realistic layman assess received meets standards. vigilance agency required. numerous purveyors overseeing burdensome. somewhat altruism point, another, seize opportunity distort. that, behave have: abide solemn oaths uphold integrity honor For every overreaches thousands honest straightforward. And, latter's interest, misconduct bar, weeding abuse trust. 47 sum, rise C usual showing suppress analysis. context, attacks overly broad statutes requiring 815-816, 2229; Gooding 405 518, 521-522, 92 1103, 1105-1106, 408 (1972); Dombrowski Pfister, 380 479, 486, 85 1116, 1120, (1965). Having shown interferes ordinarily expect nature acts. court. Broadrick Oklahoma, 413 601, 610, 93 2908, 2914, 830 (1973); Raines, 362 17, 21, 519, 522, 524 (1960); Ashwander TVA, 297 288, 347, 56 466, 688 (1936) (Brandeis, apparent: overbroad chill fragile interests, contemplates discouraged terrorem statute. NAACP Button, 371 415, 433, 83 328, 338, (1963). choose speak uncertainty privilege challenged. reflects society unprotected unpunished outweighed possibility muted. application applies weakly, ordinary context. 771 24, 1830, 'commonsense differences' varieties. 775-781, 1832-1835 opinion). linked well-being, crushed regulation. 771-772 1830-1831. concerns determining reduced; advertiser seeks disseminate product provides, presumably readily truthful described 'strong medicine,' 'has sparingly last resort,' 613, 2916, decline objective. Cf. 2230. 51 Is, then, outside protection? Aside undesirability attorneys, matter above, argues hence unprotected, three particulars: reference allegedly undefined term; prices, bargain; 56-57. assertions understand if, indeed, deposition 'exploring ways clinic properly developed.' 375; 401. 84-85 (testimony appellants). sister medicine surely understood. oral runs $150 $300 58. $175 plus $20 fee, rate Appellee's sets divorce $250. 473. competitors, reasonable. 562 3-7 unambiguously nondisclosure procedure assistance laymen. ascertained correction like, frequently send himself.36 112. 54 demonstrated suppressed. IV holding subjected blanket suppression, we, hold way. mention permissible foreclosed holding. false, deceptive, restraint. Citizens 771-772, knows dissemination, worry truthfulness discourage 1830. strict requirements spontaneity generally calculated. derive accuracy reliability. leeway untruthful expression contexts arena. Compare Gertz Robert Welch, Inc., 418 323, 339-341, 94 2997, 3006-3007, 789 (1974), 310, 906, 618, 1942. misstatements overlooked deemed unimportant quite inappropriate advertising.37 example, verification; accordingly, warrant restriction. Similar objections justify solicitation. foreclose supplementation, warning disclaimer ruled misled. recognize defining boundary nondeceptive remain resolved, play freely cleanly. 57 varieties follows time, place, 771, transactions illegal obviously Pittsburgh Press Human Relations Comm'n, 376, 388, 2553, 669 (1973). electronic broadcast media consideration. Capital Broadcasting Mitchell, 333 F.Supp. 582 (DC 1971), summarily aff'd sub nom. Acting General, 1000, 1289, 472 (1972). 58 simply restrained, 59 ordered. APPENDIX TO OPINION THE COURT 61 [NOTE: MATERIAL SET AT THIS POINT IS NOT DISPLAYABLE (GRAPHIC OR TABULAR MATERIAL)] 62 Chief BURGER, concurring dissenting I am POWELL's Part opinion. statement "today's profound law." Post, 389. exact known, injurious whom -- 64 Some believe controlled year ago 748 However, thought explicit rested standardized, prepackaged, name-brand 25. useful days individually compounded medicines, longer tied conditions birth. respect which, necessity, greatly case. difficult, impossible, categories fungible nature. POWELL persuasively demonstrates fallacy "standard." 392-394. "reasonable charge" $195, advertise, reasonably deal depending variables child custody, alimony, support, property settlement. rarely, ever, "standardized" rarely need, never give accurate picture base worse all.1 trap unwary. 65 disregards unsupported assumptions anything "routine" totally fails define or, courts practitioners former highly speculative nothing create; latter, existing administrative proved wholly police effectively, Committee Evaluation Enforcement, Problems Recommendations Enforcement To impose enormous burdens called deficient unrealistic; almost predictable unmanageable proportions. takes 'great leap' unexplored, sensitive area learned crawl, let alone stand walk. my hasty plunge problem wisest experts exist move sure steps. 66 sure, needs work, unscrupulous incompetent practitioner anxious prey uninformed. me twin goals permitting organized experiment perfect programs announce range putative idea liability seeking assistance.2 confined known knowable, 'routine' exclude rights, custody actual according involved, 2-106(B) insure expectations unduly inflated. Accompanying reform type effective hear grievances complaints disappointed 67 Unfortunately, past approached solutions too caution, progress made. points out, post, 398-399, recently reforms appear offing. Rather efforts fruit, opts Draconian 'solution' breed conceivably resolve. 68 POWELL, STEWART joins, 69 join 'truthful' 'routine services' restrained. Ante, 384. reservations (mentioned below), limits today's centuries supervisory officers authority respective oversee weakened. professes narrowly, future clarification, expansive services.' interest. 70 purpose testing reproduced ante, 385, 'Legal Clinic' provided identified following four indicating each: 71 (1) Divorce separation (both spouses sign papers): fee. 72 (2) Preparation papers instructions your divorce: $100. (3) Adoption severance proceeding: $225 approximately $10 cost. 74 (4) Bankruptcy non-business, proceedings individual: $250 $55 fee; wife husband: $110 (5) Change Name $95 76 regarding furnished request. conceded Arizona,1 77 finds resolution unconstitutional Fourteenth Amendments unprofessional drugs. 'I price' careful product. 78 'We stress express professions, distinctions, functional, require factors. Physicians dispense render infinite variety consequent enhanced deception kinds advertising.' 1831 (emphasis original).2 reserved, resolves assumption calls essentially purposes prepackaged holding, appropriate weight fundamental tangible products: vastly lay usually requires. 372. recognizes 'many unique,' first optimistic hope 'would type.' 'unique' divide immense categories: 'routine.' insight afforded draws finding similar routine: like.' What phrase like' embraces indicated. must, words, 'both cleanly.' briefest reflection tasks trained variation caution facile unique. situations impossible handling outset routine. quantitative qualitative actually advance.3 82 definitional illustrated willingness divorces $195 each. grievously misled reads embracing host implicated divorce. include alimony; children; custody; visitation rights; life insurance, property, tax refunds, liabilities; disposition rights.4 processing $100 straightforward demanding responsibility viewpoint advisory function: pursuit inquiries unaware, arrangements irreparable dissolution marriage problem.5 functions included packaged fall 'advice' concerned she counsel. average feeling capacity judge product.6 inescapably respond promote distrust disrespect specified infirmity issue.7 fees.' fell charges. customarily locality sole determinant reasonableness fee.8 quantity service. unreasonable another; experienced school graduate. apparent, discards discriminating approach used substitutes averages. Whether verifiable suggests. One unfortunate wide adjectives 'fair,' 'moderate,' 'low-cost,' 'lowest town' describe bargain minimize deception, nonetheless remains serious problem. problems. notes immaterial 'other advertising' 383. 'advertising verification' 'may restriction.' 383-384. observes expected seriously understates difficulties, overestimates capabilities degree effectiveness unrestrained truthful. 400,000 country. operating codes highest statutory compliance conducted initially voluntary committees review. sheer size existence multiplicity jurisdictions, traditions, country extremely difficult. 86 casual authorization policed striking underappreciation magnitude tend policing impractical. With STEWART, Pharmacy, relate goods tested empirically corrected truth.' 780, 1835. 'empirically' difficulties category services'; accurately understandably; accurate. questions answers; instances, answers turn subjective judgments inhere comparable agencies unfair prove intractable emphasizes desiring Under system, commonly providing Until today, controlling danger inform. characteristics beneficial code ethics, imbued responsibility, self-discipline, duties significantly diluted. 88 Pressures relaxation proscription gained years recognition low- middle-income experience willing seriousness national levels, addressed expanding ways, including: (i) group plans, increasingly unions, cooperatives, associations; (ii) referral plans local bars; (iii) bar-sponsored clinics; (iv) firms; (v) insurance plans. Notable decades indigents crime. Not insignificant recently, Corporation civil cases. achieved afford represent them.9 Study experimentation continue. Following series hearings 1975, amended broaden 2-102 addition data published directories, authorizes initial consultation, available request, credit cards arrangements. approves placement lists prepared groups. 90 observes, agree, consultation. conference. skill widely negate equivalence hours variations duly inevitable. operate, internal control accounting hourly rates, request employment medium, designated, total representation depend devoted variable difficult predict. Where finite item per hour problem, deceiving considerably price. 91 disagree strongly undefinable worthy reach. 366. implications. Nevertheless reservation limiting factor. again broader products. Head Mexico Board, 374 424, 1759, 983 (1963); (1955); (1935).10 courts."11 2016, insufficient weighed carefully restrictions.12 'foreclose misled.' recognition, ambiguous statements encouragement believe—as do—that particularized ventures has, self-regulation framework canons enforced courts. bringing together mutually fair basis, consistent old considerable complexity, constantly evolving resolved satisfaction diligent thoughtful period responsive imposition hard fast precedent federalism affords innovation, freedom discard amend proves unsuccessful detrimental good. constitutionalizing—indeed encouraging—of underway heretofore exercised States. apprehensive, intent proceed cautiously, tens invitation—by public-spirited selfish alike—to escalating basis. maygain temporary advantages; stronger subtle deceit scrupulous lawyers.13 marginally, risk victimized simplistic 'almost ....' 1831. history marginal REHNQUIST, appellant's Largely forth dissent 781, 1835, Valentive Chrestensen, 316 920, 1262 (1942); Breard Alexandria, 341 622, 1233 (1951). Commission, continue provision, sanctuary expressions importance intellectual demeaned invocation however be, sort protect. 100 think Brother offers guidance medicine. except step 'slippery slope' supra, understandable workable differentiations field evaporated. exception Valentine abandoned, shift case-by-case adjudication advertisers consequence. 101 While Amendments, implication distinction sound practically workable, still unwilling take away 102 Parts judgment. 811, 2227, Schneider 308 160, 146, 150, (1939). Each appellant 1972 graduate University College Law. named faculty outstanding student class; graduated cum laude. 220-221. pp. (1973), '1. justice hereby perpetuate, organization hereafter accordance .' '3. No himself active member bar.' Ariz.Rev.Stat. 32-201, 32-237, 32-264 integrated Lathrop Donohue, 367 820, 1826, 1191 (1961). benefited business appearance advertisement. 235-236, 479-480. doubtful, due solely prompted several news stories. 229. expected, nonetheless, Hobbs, Lawyer Advertising: Good Beginning Enough, A.B.A.J. 735, 736 (1976) (lawyer referred times size). remainder subdivision (B) states exceptions prohibition: 'However, by, whose qualified prohibit identification name: '(1) status germane campaign issue. '(2) notices pertinent attraction '(3) reports announcements bona fide civic, professional, director officer. '(4) documents him. '(5) textbooks, treatises, publications, thereof. '(6) communications organization, biographical (biographical 'in reputable list directory'), beneficiary organization.' represented views five justices compose 6, 2; 12-101 (1956). evident, majority adhered plurality's exposition law. styled dissent, author agreed respects' reduction punishment. specially concurring, 'with comments majority.' remaining discussed text. Gasoline Retailers Assn., 285 F.2d 688, 691 (CA7 1961); Socony-Vacuum Oil 221-222, 843, 1129 (1940); National Engineers., 181 U.S.App.D.C. 41, 978 (1977) (ethical submitting bids engineering Act). face challenges process, equal interstate commerce. raised Head, refused presented notice appeal. 432-433, 12, 1764-1765. unsuccessfully vagueness grounds contentions REHNQUIST stayed pending note, '(i)n intend diminution regulate professions.' 793, Allowing undesired effect. 1976), provides: 'The obligations (of bar) Association, November 1970, Court.' identical version parallel numbered Responsibility, August 1976. Stevens, portion joined Brennan, White, Marshall, JJ., officials, whereas defendant. 585-592, 600-601, 3114-3117, 3121-3122. dissenters identity defendants. 615-617, 3129 3130 (Stewart, Powell Rehnquist, JJ.). respects, overruled. Spevack Klein, 385 511, 625, 574 (1967). limitation commenced 1919 Association's 1908 Canons Ethics Ariz.Sess.Laws, c. 158. presaged 1829, there: 'Virginia whatever wishes pharmacists; subsidize ways. (1943).' original). referring list,' directory, company states: following: firm names associates; addresses numbers; fields concentrates, prohibited jurisdiction lawyers; specializes practice, specialization authority; date birth; courts; schools attended, dates graduation, degrees, scholastic distinctions; quasi-public offices; military service; posts honor; authorships; teaching positions; memberships, offices, assignments, memberships offices fraternities societies; technical licenses; scientific, foreign language ability; references, consent, regularly represented; accepted; availability; consultation written estimate services; provided, disseminated format uniformly proviso implemented state.' Counsel stated: big businesses, billion-dollar million-dollar clients, they're computers, rest. noncommercial sanctimonious humbug.' 64. 151-152 (1970); Note, Profession's Duty Make Available, Yale L.J. 1181, 1190 medical alleged appellee. Statement Judicial Council Medical 'Advertising Principles Ethics) proscribe advertising; patients. physicians, practices, location physician. physician furnish accepted communication, physicians conditions. Office signs, cards, directory listings, examples 'A physician, option, chooses supply visit affecting amount specified. avoided.' 235 J.A.M.A. 2328 Freedman, Lawyers' Adversary System 115-116 Branca Steinberg, Fee Schedules Implications Goldfarb, UCLA Rev. 475, 516-517 Report Availability Services, House Delegates ABA's (1972), states, 26: coupled unequal bargaining barrier wider utilization E. Koos, Family Law (1948) (survey 47.6% working-class families lawyer); Murphy S. Walkowski, Compilation Reference Materials 2-3 (1973) (summarizing study 514 1,040 respondents gave perceived need). indications unrealistic. Petition District Columbia Governing reprinted Brief Amicus 10a, 24a-25a (reporting middleclass overestimated lawyers' 91% drawing will, 340% reading advising 2-page installment sales contract, 123% minutes consultation). F. Marks, Hallauer, Clifton, Shreveport Plan: Experiment Delivery 50-52 (1974). preliminary release results survey Survey Needs collaboration Foundation reveals 48.7% 30.2% slightly knowing handle Public, Alternatives (Jan. Curran Spalding, Public (Preliminary 1974) (an earlier survey). completely, selection. British changing. Commission Parliament recommending solicitors advertise. Monopolies Mergers Solicitors England Wales: Supply Wales Relation Restrictions Scotland: Scotland 31-34 companion barristers chiefly hired directly Barristers' Services: 21-24 Morgan, Evolving Concept Harv.L.Rev. 702, 741 (1977); 1203 suggest marketing inexpensive mass markets half-hour permits why becomes newspaper. commentator observed: '(A) moment's barbers; haircuts identical, barbers quote countless complexity job utterly unique.' 714. CHIEF JUSTICE prospective client. 386-387, package, standardizing 'product.' occasional appreciate mistaken handled misunderstanding, exposed impose, most, minimal discussion. decides performed, negotiated normal manner. warranted account misperceives difficulties. abortion details diagnose pregnancy, allows substitute reputational selecting Scrutiny Attorneys, Va.L.Rev. 1135, 1152-1157 relying partially dependent performance, disciplining creating typical small, homogeneous ascertaining easy commentators questioned efficacy. 128-135 Dissemination 500 (1974); Scrutiny, 1156-1157. trends urbanization moved small-town setting. Pound, Antiquity Modern 242 (1953). qualifications many. available, biased. 1157. fraudulent inevitable dishonesty. Wales, 32-33 ('The temptation depart high exists, succumb easily supposed contamination traditions happen'). Unethical lawyears dishonest laymen meet exist. fraud alone, legitimate activity. view. collective undertaken meaningful Transportation Union Michigan, 401 576, 585, 1076, 1082, 339 (1971); Mine Workers Illinois Ass'n, 389 217, 222-224, 353, 426 (1967); Brotherhood Railroad Trainmen 377 7, 1113, 1117, 438-440, 340-341, lawsuit evil Underlying receive effectuating them. individuals indicates 35.8% adult visited 27.9% once. Alternatives, 12. Meserve, Forgotten Client: Average American, 1092 (1971). concedes solution. 54-56. Benham, Price Eyeglasses, J.Law Econ. 337 J. Cady, Restricted Competition: Case Retail Drugs 754, 11, 1821 (noting 1200% city). hand, costs, 33, demand enhance produce pressures net influences estimate. significant, organizations briefs amici urging lifted. pay, norm. causes drop, loss result. volume generated compensate profit Frierson, Barrister (Winter 1975); Madison Avenue, Meet 586, 588 '(I)'s needn't work.' 112-113. requires audience. Feil FTC, 879, 897 (CA9 1960). degrees areas. POWELL'S 'initial consultation' rate. 399-400. Careful none matters accompanies informs conflict described. 355, Justice, roughly 95% prescriptions filled dosage units already manufacturer pharmacy form. dispensing items, compounding times.' 773-774, depends eye beholder. years. marital provisions estate lawyer; alien negligence litigation unsophisticated predicted. Absent common understanding unpredictability required, meeting minds. vast purchasers comparative doing responds comparisons designated therefore, couples means. invariably true, maintenance, questions. certainly percentage desire uncontested. civilized separate; want quiet, out-of-court alimony. amity fades quickly collateral explored. insist paities separate each, children, adequately. diagnosis President Mark Harrison testified: suppose get lucky come (appellants' advertisement) property; disagreement, (pre)determined, prestated (T)he vice (is) can't sees present, bound predetermined sooner later going sacrifice render.' 378-380. complications surround adoption bankruptcy. Use 'clinic' unusual, possibly meaning defend plan equipment paralegals. novel unusual firms modern techniques serving Nor firm. primarily family incomes $25,000, level. 82. specifies '(f)actors guides ..' 2-106(B)(1976). include: labor novelty requisite properly. likelihood, apparent acceptance preclude obtained. circumstances. length '(7) experience, reputation, ability '(8) contingent.' major taken 1965 initiation Opportunity, supported Association. administered Corporation, Congress Efforts levels momentum 1965. Oregon Examiners challenge, drawn commodities relevant. Hughes, writing baleful methods put stop legislature traders commodities, vital health, treating bodily ills place. competency practitioners, peculiarly alluring promises physical relief. safeguards demoralize forcing unseemly rivalry enlarge opportunities scrupulous. 'ethics' consensus expert necessity standards.' 572. distinction, today. approval 792-793 2015-2016, undertone opposition 'condoning 371; derives 'belittle arm' 'somehow [are] trade,' 371-372. unjustified. hermits were. leaders charitable, communities. duty participation. differ callings. 'This fancied conceit, cherished tradition, preservation reverence calling.' 211 (1963) (footnote omitted). one's belittling ongoing society. speaks principled newspapers. spectrum means—for magazines, signs buses subways, posters, handbills, mail circulations. media, radio television. younger smaller firms, enabling compete favorably larger, firms. overtones antitrust principle. origin, premise. increasing strongest trend specialization. Many small intensely areas; institutionalized departments, specialist inconsiderable commonplace. truthfully areas practice; enjoy economies scale prices; possess disadvantage weaker inexperienced competition. concentration larger

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