Chapter 03 – Business and the Constitution
b.
c. What, then, is commercial speech? As noted in the text, the Supreme Court has
normally defined it as speech that proposes a commercial transaction. (Actually, the
Court’s usual formulation refers to commercial speech as “speech that does no more
than propose a commercial transaction.”) This means that ordinary commercial
advertisements for products, services, or businesses are commercial speech. The
Court’s commercial speech decisions may even be read as establishing that ordinary
commercial advertisements are the only examples of commercial speech.
Occasionally, however, the Court has dropped hints that the commercial speech
category may be somewhat broader. In the Kasky case, which appears as Problem #5,
the Supreme Court of California assigned the commercial speech designation to
certain expression by Nike that did not fit the conventional commercial speech mold.
The U.S. Supreme Court granted certiorari in the Kasky case but later dismissed the
writ as improvidently granted (meaning that the Supreme Court did not decide the
case.) The Supreme Court thus passed up an opportunity to clarify what is–and is not–commercial
speech. Because Kasky was previously a text case and remains a good vehicle for discussion, notes to
help guide the discussion appear below.
Kasky v. Nike, Inc., 45 P.3d 243 (Cal Sup. Ct. 2002): The Supreme Court of
California holds that Nike engaged in commercial speech when it made statements
about its overseas labor practices in press releases, press conferences, letters to
newspaper editors, letters to university presidents and athletic directors, and full-page
spots in newspapers. Therefore, if Nike’s statements were misleading (an issue the
court did not decide, given the posture of the case), the First Amendment would not
protect Nike against a California resident’s lawsuit alleging violations of the state’s
laws on misleading advertising and unfair competition. As noted earlier, the U.S.
Supreme Court granted certiorari in this case but later dismissed the writ as
improvidently granted (meaning that the Supreme Court did not decide the case).
Points for Discussion: Note that the speech at issue in this case does not fit neatly
into either the commercial category or the noncommercial category. Nike’s
statements were not in the form of a conventional advertisement for shoes or some
other Nike product. Although it is true that Nike’s statements pertained to social
issues of widespread public concern, there is little doubt that Nike wanted to respond
to potentially damaging charges in a way that would improve the firm’s image–a
consequence that could enhance sales of the firm’s products. Ask the class to identify
the three components of the test employed by the court in its attempt to classify
Nike’s speech as commercial or, instead, noncommercial (first, whether the speaker is
a party engaged in commerce; second, whether the speaker’s statements were made
to potential or actual buyers of the speaker’s goods or services; and third, whether the
content of the speaker’s message was commercial in character, such as through the
inclusion of product references). Note that when it developed this test, the court was
relying at least in part on the U.S. Supreme Court’s 1983 Bolger decision. You might
stimulate discussion by dividing the class into two groups, one of which will argue
Kasky’s positions regarding the three-part test identified above, and the other of
which will argue Nike’s contrasting positions. Then engage in discussion of the
students’ thoughts on whether the Supreme Court of California correctly decided this
case. Note that in labeling Nike’s speech commercial, the California court was going
beyond the conventional commercial speech definition (that such speech “does no
more than propose a commercial transaction”). Although the U.S. Supreme Court
has typically employed that definition, it has occasionally hinted that the commercial
speech classification may be somewhat broader. By not deciding Kasky (see above
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