Legal Document

463 U.S. 60 103 S.Ct. 2875 77 L.Ed.2d 469 William F. BOLGER, et al., Appellantsv.YOUNGS DRUG PRODUCTS CORP. No. 81-1590. Argued Jan. 12, 1983. Decided June 24, Syllabus Title 39 U.S.C. § 3001(e)(2) prohibits the mailing of unsolicited advertisements for contraceptives. When appellee manufacturer contraceptives proposed to mail public including informational pamphlets promoting its products but also discussing venereal disease and family planning, Postal Service notified that mailings would violate 3001(e)(2). Appellee then brought an action declaratory injunctive relief in Federal District Court, which held statute, as applied mailings, violated First Amendment. Held: As appellee's is unconstitutional. Pp. 64-75. (a) The are concededly advertisements, refer specific products, economically motivated, constitute commercial speech notwithstanding fact they contain discussions important issues such prevention planning. 64-68. (b) Advertising not only im licates "substantial individual societal interests" free flow information, relates activity protected from unwarranted governmental interference. Thus, clearly by 69. (c) Neither interests asserted Government—that shields recipients materials likely find offensive aids parents' efforts control manner their children become informed about birth control—is sufficient justify sweeping prohibition on contraceptive advertisements. may be some persons does suppression, and, any event, objectionable can avoid further offensiveness simply averting eyes or disposing a trash can. While second interest substantial, means effectuating this fails withstand scrutiny. statute's marginal degree protection afforded those parents who desire keep confronting improperly achieved purging all mailboxes material entirely suitable adults. Section defective because it denies truthful information bearing ability discuss make decisions area. 70-75. 526 F.Supp. 823 (1981), affirmed. David A. Strauss, Washington, D.C., appellants. Jerold S. Solovy, Chicago, Ill., appellee; Robert L. Graham Laura Kaster, with him brief. Justice MARSHALL delivered opinion Court. 1 Court that, statute violates We affirm. 2 * states "[a]ny advertisement matter designed, adapted, intended preventing conception nonmailable matter, shall carried mail, disposed directs . ."1 interpreted regulations,2 statutory provision apply mailer has no interest. In addition civil consequences violation 3001(e)(2), 18 1461 makes crime knowingly use mails anything declared 3001(e) nonmailable.3 3 Youngs Drug Products C rporation (Youngs) engaged manufacture, sale distribution markets primarily through sales chain warehouses wholesale distributors, turn sell retail pharmacists, customers. publicizes availability desirability various methods. This litigation resulted Youngs' decision undertake campaign mass members public. conjunction wholesalers retailers, seeks basis three types materials: 4 —multi-page, multi-item flyers large variety available at drug store, prophylactics; 5 —flyers exclusively substantially devoted 6 —informational prophylactics general particular.4 7 1979 traced wholesaler allegation warned Subsequently, contacted furnished copies stating view could constitutionally restrict mailings. rejected legal argument company 3001(e). United States Columbia. It claimed Amendment were refraining distributing Service's warning. 8 determined plain language, prohibited addressed constitutionality these Finding solicitations, considered within framework established analyzing restrictions imposed speech. concluded was more extensive than necessary government, therefore absolute ban type Amendment.5 Corp. v. Bolger, (DDC 1981). 9 Government direct appeal pursuant 28 1252, see Darusmont, 449 292, 293, 101 549, 550, 66 513 we noted probable jurisdiction, 456 970, 102 2231, 72 843 (1982). II 10 Beginning Bigelow Virginia, 421 809, 95 2222, 44 600 (1975), extended speech.6 Nonetheless, our have recognized "the 'commonsense' distinction between proposing transaction, occurs area traditionally subject government regulation, other varieties speech." Ohralik Ohio State Bar Assn., 436 447, 455-456, 98 1912, 1918-1919, 56 444 (1978). Constitution accords less safeguarded forms expression. Central Hudson Gas & Electric Public Comm'n New York, 447 557, 562-563, 100 2343, 2349-2350, 65 341 (1980); Virginia Board Pharmacy Citizens Consumer Council, Inc., 425 748, 771-772, n. 96 1817, 1830-1831, 48 346 (1976). 11 For example, power expression message, ideas, content." Police Department Mosley, 408 92, 95, 92 2286, 2290, 33 212 (1972). With respect noncommercial speech, sustained content-based most extraordinary circumstances.7 See Consolidated Edison Co. Comm'n, 530, 538-539, 2326, 2333-2334, 319 Stone, Restrictions Speech Because Content, 46 U.Chi. L.Rev. 81, 82 By contrast, regulation based content problematic. light greater potential deception confusion context certain advertising messages, re R.M.J., 455 191, 200, 929, 936, 71 64 (1982), permissible. Friedman Rogers, 440 1, 99 887, 59 (1979) (upholding trade names optometrists). 12 depends whether sought regulated constitutes non-commercial must first deter ine proper classification issue here. contends "fully protected" so amounts impermissible restriction expression.8 argues,9 held,10 application examined carefully ensure deserving constitutional inadvertently suppressed.11 13 Most fall core notion speech—"speech 'no propose transaction.' " U.S., 762, S.Ct., 1825, quoting Pittsburgh Press Human Relations 413 376, 385, 93 2553, 2558, 37 669 (1973).12 pamphlets, however, cannot characterized merely proposals engage transactions. Their thus presents closer question. mere conceded compel conclusion York Times Sullivan, 376 254, 265-266, 84 710, 718-719, 686 (1964). Similarly, reference product itself render speech.13 Associated Students Attorney General, 368 11, 24 (CD Cal.1973). Finally, economic motivation insufficient into 818, 2230, (1975); Ginzburg States, 383 463, 474, 86 942, 949, 16 31 (1966); Thornhill Alabama, 310 88, 736, L.Ed. 1093 (1940). 14 combination characteristics, provides strong support Court's properly speech.14 issues15 made clear "links current debate" thereby entitled 563, 5, 2350, 5. A full panoply protections comments issues,16 there reason providing similar when statements ibid. Advertisers should permitted immunize false misleading references issues. Cf. Metromedia, Inc. City San Diego, 453 490, 540, 2882, 2909, 69 800 (1981) (BRENNAN, J., concurring). 15 conclude, therefore, case qualified nonetheless substantial accorded III "The particular turns nature both served regulation." 2350. adopted four-part analysis assessing validity First, determine protected. receive protection, "it least concern lawful misleading." Id., 566, 2351. Second, ask substantial. If so, directly advances asserted, serve Ibid. Applying analysis, conclude unconstitutional 17 tur deal effectively false, deceptive, techniques. 1830-1831. prohibit related illegal behavior. 388, 2560. case, never categories. To contrary, implicates 'substantial interests' state Carey Population Services International, 431 678, 700-701, 97 2010, 2024-2025, 52 675 (1977), Pharmacy, 760, 763-766, 1824, 1826-1828.17 Indeed, where—as case—a speaker desires convey relevant social planning disease, previously found paramount. supra; supra.18 next government's prohibiting one. originated 1873 part Comstock Act, criminal designed "for suppression circulation obscene literature articles immoral use." Act March 3, 1873, ch. 258, 2, Stat. 599 (1873).19 purport rely justifications offered during 19th Century.20 Instead, enacted law.21 reliance permissible since insufficiency original diminish now serve. 460, 1920. Doe Bolton, 410 179, 190-191, 739, 746-747, 35 201 (1973) (a readjust views emphases modern knowledge). 19 particular, asserts (1) (2) sensitive subjects control.22 carries little weight. striking down supra, stated "classically [a] justificatio[n] validating At where obscenity involved, consistently suppression." 701, 2024.23 specifically declined recognize justification 28, 2025, 28. 20 Recognizing "problematic,"24 attempts import emphasizing aimed home. have, course, allowing addressees give notice wish which, sole discretion, believe erotically arousing sexually provocative. Rowan Post Office Department, 397 728, 737, 90 1484, 1490, 25 736 (1970) 3008).25 But shut off protect might potentially offended. "does permit intrusive unless 'captive' audience 542, 2335. Recipients 'effectively bombardment sensibilities eyes.' Ibid., Cohen California, 403 15, 21, 91 1780, 1786, 29 284 (1971). Consequently, "short, though regular, journey box acceptable burden, far concerned." Lamont Commissioner Motor Vehicles, 269 880, 883 (SDNY), aff'd, 386 F.2d (CA2 1967), cert. denied, 391 915, 88 1811, 654 (1968). 21 Government—aiding children—is undoubtedly "[P]arents 'guiding role' play upbringing presumptively includes counseling them decisions." H.L. Matheson, 450 398, 410, 1164, 1172, 67 388 Bellotti Baird, 443 622, 637, 3035, 3045, 61 797 (1979). interest, 22 begin with, limited incremental asserted. reasonably assume already exercise over disposition once enters mailboxes. Under 3008, flows And cope multitude external stimuli color children's perception subjects.26 circumstances, serves assist otherwise unable do whose remained relatively stimuli. 23 scope permits, "reduce adult population reading what fit children." Butler Michigan, 352 380, 383, 524, 526, 412 (1957).27 level discourse reaching mailbox sandbox. FCC Pacifica Foundation, 438 726, 3026, 57 1073 (1978), did protecting young justified special treatment afternoon broadcast heard adults well children.28 same time, majority "emphasize[d] narrowness holding," id., 750, 3041, explaining broadcasting "uniquely pervasive" accessible children, even too read." 3040 (emphasis added). receipt uncontrollable. Our federal media29 readily translate communication. 542-543, 2335-2336; (broadcasting received protection). area.30 708, 2028 (POWELL, concurring) (provision "direct interference parental guidance"). proscribed "may bear one decisions" right make, information" "basic" defect regardless strength Linmark Associates, Willingboro, 85, 95-96, 1614, 1619-1620, 155 (1977). IV warrant judgment 26 Affirmed. 27 BRENNAN took case. REHNQUIST, whom O'CONNOR joins, concurring judgment. I agree affirmed, my reasoning differs Amendment, Blount Rizzi, 400 423, 498 home features distinguish hall park, assumed present hear rostrum, totally assimilated purposes traditional forums. Several people living group access mailbox, minor children; obviously every piece been either expressly impliedly solicited. sent respondents promote condoms gives rise litigation. 30 earlier cases developed analytic cases. "At outset, come provision, misleading. Next, inquiries yield positive answers, interest." 2351, (1980). 32 concerns contend otherwise. "aiding children," Brief Appellants 25, recipient entering basis. 30. entitled, goes, help individuals shield families homes contraceptives.1 34 Contraception subject, prefer provide contraception own way. 1171-72, reason, among others, "constitutional interpretation claim authority household rearing basic structure society. legislature ., primary responsibility being laws aid discharge responsibility." Ginsberg 390 629, 639, 1274, 1280, 195 advanced often legitimate "right left alone" "in privacy home," 3040, place ordinarily assaulted uninvited sights sounds." 759, 3045 (opinion POWELL, J.). Accord, Dept., 736-738, 1490-1491, (1970). act unreasonable intrusions homes. 36 questions interests, necessary, his name removed list if he wishes. supra (holding 3008 constitutional). able after exposure. Furthermore, 2336, (1980), escape exposure transferring [it] envelope wastebasket."2 Therefore mailed significantly daytime sound truck Kovacs Cooper, 336 77, 448, (1949). Edison, 2335-2336. Where eyes,' (1971), Although advance permitting guide education concerning contraception, inhibits denying decisions. acts "to prevent [people] obtaining information." 96, 1620, suppressing requires us harmful, will perceive best enough informed, end open channels communication rather close them." 770, 1829, 38 broader completely bans (1957). Narrower restrictions, provisions kind suggested fully Government's interests. argues obtain permission send conducting "pre-mailing." letters public, asking willing contraceptives, respond. vein, communicate mail.3 Both arguments wide mark. significant rights. "[t]he up sees fit, while almost much tongues. ." 416, 428, Milwaukee Social Democratic Pub. Burleson, 255 407, 437, 41 352, 363, 704 (1921) (Holmes, dissenting). freedoms value speakers had audiences before advancing viewpoints. Postmaster 381 301, 85 1493, 398 (1966) (statute requiring authorization addressee delivering addressee's rights). 40 under intrusion generated small, large. weighty somewhat On balance speech4 adequately justified. indicated plans send, STEVENS, 42 Two aspects merit comment: communications classified "commercial speech" (ante, 68); virtually complete rejection possibly 72). My different matters. 43 Even intend creates impression fairly definite category set rules differ categories That wholly warranted. Moreover, suggested, wary unnecessary insistence rigid classifications, lest suppressed." Commission, 579, 2358, (1980) (STEVENS, agree, message character. consumers harm justifies requirement truthful; applies fairy tales soap operas. complex mixtures elements: obviate need appropriate (see ante, conversely, element necessarily valid censorship. 45 Appellee's pamphlet "Plain Talk Venereal Disease" highlights problem. hand, implicitly extol quality products.1 law protects suffering result appropriately evaluated discussion symptoms, risks, possibility disease.2 appear endanger whatsoever; inform medical regrettably great significance. yet persuaded author alter state's regulate Anthony surely speak out against day. Like Comstock, many today morally opposed commands allow express ways places. affords regarding hygienic advantages products. 47 comprises elements, fruitful focus challenged label Farber, Commercial Theory, 74 Nw. U.L.Rev. 372, 386-390 conception." Any unrelated participants exchanges.3 restricts component, scrutinized scrutinize organization absolutely subject. Assuming deals implies, actually hold, "sufficient Ante, 72. think essential emphasize again, 49 "a two ways. Independently intends convey, form offensive—perhaps loud ugly setting. Other speeches, elegantly phrased dulcet tones, listener disagrees speaker's message." 546-548, 2338-2339, judgment) (footnotes omitted). 50 matters regulates ideas style. Governmental point strikes values.4 regulations strike advocate's recipient's environment: 51 sometimes deprive protection; equally me existence order minimize offensiveness. picture included instruction book excluded billboard." 717, 2032, (1977) censors how unobtrusive tactful; permits anyone devices facilitate conception, coarse grotesque. excludes advocate forum adversaries unlimited access. concur materials. contains limitations. deemed "if contained publication paid promised pay consideration receive." addition, licensed physician, pharmacist. 3001(e)(2)(A) (B). Domestic Mail Manual 123.434 (July 7, Manual, issued adopt regulations, 401, incorporated CFR Part 111. Cal.1973), three-judge court "advertisements" expanded beyond sense term, 24. offense punishable fine $5,000 imprisonment five years, both, offense; $10,000 each subsequent offense. 1461. examples pamphlets. Complaint, Group Exhibit C. first, "Condoms Sexuality," 12-page describing use, desirability, condoms, detailed descriptions Trojan-brand manufactured Youngs. second, Disease," eight-page length problem aiding disease. identification bottom last page pamphlet, contributed service Youngs, distributor prophylactics. ordered drugstore containing promotion extent promotion. mailable four conditions: "First, obscures sight contents. envelop prominent capital enclosed solicited way recipient. Third, warning contents 'promotional products.' Fourth, notice, lettering 'fine print,' envelope, citing 3008(a)." 823, 830 file cross-appeal challenging propriety Before purely protection. Valentine Chrestensen, 316 52, 54, 62 920, 921, 1262 (1942). displayed willingness fell See, e.g., Gertz Welch, 418 323, 340, 94 2997, 3007, 789 (1974) (libel); Miller 2607, 419 (obscenity); Chaplinsky Hampshire, 315 568, 572-573, 766, 769-770, 1031 (1942) (fighting words). 17; 13, 20, 25-31, 31-32. 13-14, 6; Reply ("We suggest comparable protected, speech."). F.Supp., 826. 456, 1918, reinforced. drug-store flyer consists price quantity information. One refers number describes type. repeatedly discusses without appellee. very page, identified referred generically not, remove realm market brand names. Or, association National Commission Egg Nutrition FTC, 570 157 (CA7 1977) (enforcing FTC egg industry relationship cholesterol, eggs, heart disease). leader m nufacture sale" 3. Note, Protection Advertising: Constitutional Doctrine, 205, 236 Of advertises Murdock Pennsylvania, 105, 63 870, 87 1292 (1943) (advertisement religious speech); Jamison Texas, 318 413, 669, 869 (1943). raises Nor mean characteristics commercial. Senate, Comm. Judiciary, 95th Cong., 2d Sess., Sourcebook Corporation Image Corporate Advocacy 1149-1337 (1978) (FTC Memorandum corporate image advertising). Time, Hill, 385 374, 534, (1967), 102, 744, (1940) (defining 'about needed enable society exigencies period' "). Eisenstadt 405 438, 453, 1029, 1038, 349 (1972); Griswold Connecticut, 479, 1678, 510 (1965). interfere "significantly" bar 16-24. However, "one liberty places abridged plea exercised place." Schneider State, 308 147, 163, 146, 151-152, (1939). 757, 1823, insignificant dissenting) (" 'The tongues .' still request 19, bolster position. 307, 1496, (1965) (Government's imposition affirmative obligations abridgement alternative "time, place, manner" restrictions. 541, 10, 2335, 10; 93, 1614 1618, attempt restriction. characterization tenable 3001(e)(2)'s prohibition. 536, 2332; 93-94, 1618-1619; Erznoznik Jacksonv lle, 422 209, 2268, 2272, 125 (1975). driving force behind diary "his law." Paul, Non-Mailability Obscenity: An Historical U.C.L.A. 44, (1961). anti-vice crusader believed "anything remotely touching upon sex obscene." Broun Leech, 265 (1927). Poe Ullman, 367 497, 520, 81 1752, 1765, 989 (1961) (Douglas, recodified reenacted occasions, thrust same—"to used corrupt morals." S.Rep. 113, 84th 1st Sess. (1955). 1970 Congress amended blanket prohibitions retained real 91-1472, 91st (1970), U.S.Code Cong. Admin.News 1970, p. 5981. party seeking uphold burden justifying it. 570, 2353, 1619, ("Congress announce legislative history 3001(e)"). 24-33. NAACP Claiborne Hardware Co., --- ----, 3409, 3424, 73 1215 (1982); Organization Better Aust n Keefe, 402 415, 419, 1575, 1577, (1971); "pandering advertisements," householder insulate himself offer "matter discretion provocative." 3008(a). rights "unlimited; dry goods catalog objects contents—or indeed text language touting merchandise." Rowan, 1491. magazines M. Redford, G. Duncan D. Prager, Condom: Increasing Utilization 145 (ads accepted Family Health, Psychology Today, Ladies' Home Journal 1970). publications contra eptive subscribers. stores commonly display minors taking course exposed contraception. Michigan banned inappropriate children. legislation "reasonably restricted" evil address; rather, effect burn house roast pig." 526. Ferber, 3348, 3354, 1113 Red Lion Broadcasting FCC, 395 367, 386-390, 89 1794, 1804-1807, 371 (1969). quite minors, measure protection." Jacksonville, 212, 2274, Tinker Des Moines School Dist., 393 503, 733, 731 affecting procreation Planned Parenthood Danforth, 428 72-75, 2831 2842-2844, 788, U S., 694, 2021 (plurality opinion). considerations impact parents. Yet go adolescent apparently pressing Available data indicate 1978, one-third females aged 13-19 (approximately million people) active. Dryfoos, Contraceptive Use, Pregnancy Intentions Outcomes Among Women, Fam.Plan. Persps. 83 Approximately 30% active teenage became pregnant 1978; 70% pregnancies (roughly 1.2 million) unintended. 88. Almost half teenagers abortions 1978. acknowledges reasons why originally enacted. began (1873). serves, e en enacting suffice challenge. Ass'n, 1920, 64, explicitly 3008. He know opening wastebasket. occasion consider Co rt acted properly. enact them. generally, Washington Post, May 4, 1983, B20 (drugstore numerous items, jelly). Since finds invalid involving reach service, identifying states: "Ethical Manufacturers require strict standards strength, durability, reliability manufacturing condoms. (prophylactics) Each condom individually tested assure condom." App. Appellee, 31. following question answer: "WHAT ARE THE EARLY SYMPTOMS OR SIGNS OF SYPHILIS? sign infection single, painless sore germ entered body. called Chancre (pronounced shank-er). appears six weeks infected person. disappear treatment, gone deeper cured. secondary stage Syphilis begins months Chancre, include skin rashes body, baldness, throat, fever headaches. body just waiting create 'final' problems crippling nervous system, syphilitic insanity, death." decide beget child inhibiting claiming nature, consumers. Young American Mini Theatres, 427 50, 63, 2440, 2448-2449, (1976)

Classification Label: 2