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MARC KASKY, Plaintiff and Appellant,
v.
NIKE, INC., et al., Defendants and Respondents.
No. A086142
In the Court of Appeal of the State of California
First Appellate District
Division One
(San Francisco County Super. Ct. No. 994446, Honorable David
A. Garcia)
COUNSEL
Paul R. Hoeber, Esq., Bushnell, Caplan & Fielding,
LLP, Alan M. Caplan, Esq., Milberg, Weiss, Bershad, Hynes &
Lerach, LLP, William S. Lerach, Esq.
Brobeck, Phleger & Harrison, LLP, Robert P. Varian,
Esq., for Defendants and Respondents
Filed March 20, 2000
In this private attorney general action against Nike,
Inc., and five of its corporate officers, the nominal plaintiff
appeals from a judgment of dismissal entered on an order sustaining
the defendants' demurrer on First Amendment grounds. We affirm.
FACTUAL AND PROCEDURAL BACKGROUND
Nike, Inc., a marketer of athletic shoes and sports
apparel, has grown into a large multinational enterprise through
a marketing strategy centering on a favorable brand image, which
is associated with a distinctive logo and the advertising slogan,
"Just do it." To maintain this image, the company invests
heavily in advertising and brand promotion, spending no less
than $978,251,000 for the year ending May 31, 1997. The promotional
activities include product sponsorship agreements with celebrity
athletes, professional athletic teams, and numerous college athletic
teams. Reviewing the company' s successful marketing strategy,
the 1997 annual report asserts, "[W]e are a company . .
. that is based on a brand, one with a genuine and distinct personality,
and tangible, emotional connections to consumers the world over
. . . ."
Like other major marketers of athletic shoes and sports
apparel, Nike contracts for the manufacture of its products in
countries with low labor costs. In Nike' s case, the actual production
facilities are owned by South Korean and Taiwanese companies
that manufacture the products under contract with Nike. The bulk
of Nike products are manufactured in China, Thailand, and Indonesia,
though some components or products involving more complex technology
are manufactured in South Korea or Taiwan. In 1995, a Korean
company opened up a major new facility in Vietnam, giving that
country also a significant share of Nike' s production. The record
indicates that between 300,000 and 500,000 workers are employed
in Asian factories producing Nike products. The complaint alleges
that the vast majority of these workers are women under the age
of 24.
The company has sought to foster the appearance and
reality of good working conditions in the Asian factories producing
its products. All contractors are required to sign a Memorandum
of Understanding that, in general, commits them to comply with
local laws regarding minimum wage, overtime, child labor, holidays
and vacations, insurance benefits, working conditions, and other
similar matters and to maintain records documenting their compliance.
To assure compliance, the company conducts spot audits of labor
and environmental conditions by accounting firms. Early in 1997,
Nike retained a consulting firm, co-chaired by Andrew Young,
the former ambassador to the United Nations, to carry out an
independent evaluation of the labor practices in Nike factories.
After visits to 12 factories, Young issued a report that commented
favorably on working conditions in the factories and found no
evidence of widespread abuse or mistreatment of workers.
Nevertheless, Nike was beset in 1996 and 1997 with a
series of reports on working conditions in its factories that
contrasted sharply with the favorable view in the Young report.
An accounting firm' s spot audit of the large Vietnamese factory,
which was leaked to the press by a disgruntled employee, reported
widespread violations of local regulations and atmospheric pollution
causing respiratory problems in 77 percent of the workers. An
investigator for Vietnam Labor Watch found evidence of widespread
abuses and a pervasive "sense of desperation" from
35 interviews with Vietnamese workers. An Australian organization
published a highly critical case study on Nike' s Indonesian
factories. And the Hong Kong Christian Industrial Committee released
an extensively documented study of several Chinese factories,
including three used by Nike, which reported 11- to 12-hour work
days, compulsory overtime, violation of minimum wage laws, exposure
to dangerous levels of dust and toxic fumes, and employment of
workers under the age of 16.
These reports put Nike under an unusual degree of public
scrutiny as a company exemplifying a perceived social evil associated
with economic globalization-the exploitation of young female
workers in poor countries. An article in The Oregonian of Portland,
Oregon, asserted: "The company' s worldwide production system
has turned the Beaverton giant into an international human rights
incident." The News & Record of Greensboro, North Carolina,
asked, "But who wants to enjoy products made on the backs
of human misery?" The New York Times carried a series of
eight articles in 1996 and 1997, reporting "grim conditions"
and widespread human rights abuses in Nike factories. And a CBS
television report juxtaposed the complaints of a Vietnamese worker
with disclaimers by company officials.
Nike countered with a public relations campaign that
defended the benefits of its Asian factories to host countries
and sought to portray the company as being in the vanguard of
responsible corporations seeking to maintain adequate labor standards
in overseas facilities. Press releases responded to sweatshop
allegations, addressed women' s issues, stressed the company'
s code of conduct, and broadly denied exploitation of underage
workers. A more lengthy press release, entitled "Nike Production
Primer" answered a series of allegations with detailed information
and footnoted sources. Another release drew attention to the
favorable Young report and invited readers to consult it on-line.
A letter to the presidents and athletic directors of those colleges
sponsoring Nike products defended the company' s labor practices.
And company officials sought to rebut specific charges in letters
to the editor and to nonprofit organizations.
The complaint alleges that, in the course of this public
relations campaign, Nike made a series of six misrepresentations
regarding its labor practices: (1) "that workers who make
NIKE products are . . . not subjected to corporal punishment
and/or sexual abuse;" (2) "that NIKE products are made
in accordance with applicable governmental laws and regulations
governing wages and hours;" (3) "that NIKE products
are made in accordance with applicable laws and regulations governing
health and safety conditions;" (4) "that NIKE pays
average line-workers double-the-minimum wage in Southeast Asia;"
(5) "that workers who produce NIKE products receive free
meals and health care;" and (6) "that NIKE guarantees
a ' living wage' for all workers who make NIKE products."
In addition, the complaint alleges that NIKE made the false claim
that the Young report proves that it "is doing a good job
and ' operating morally.' "
The first and second causes of action, based on negligent
misrepresentation and intentional or reckless misrepresentation,
alleged that Nike engaged in an unlawful business practice in
violation of Business and Professions Code section 17200 by making
the above misrepresentations "In order to maintain and/or
increase its sales and profits . . . through its advertising,
promotional campaigns, public statements and marketing . . .
." The third cause of action alleged unfair business practices
within the meaning of section 17200, and the fourth cause of
action alleged false advertising in violation of Business and
Professions Code section 17500. The prayer sought an injunction
ordering Nike "to disgorge all monies" that it acquired
by the alleged unlawful and unfair practices, "to undertake
a Court-approved public information campaign" to remedy
the misinformation disseminated by its false advertising and
unlawful and unfair practices, and to cease "[m]isrepresenting
the working conditions under which NIKE products are made . .
. ."
Nike and the individual defendants filed demurrers to
the complaint challenging the application of Business and Professions
Code sections 17200 and 17500 and contending that the complaint
is barred by the First Amendment to the United States Constitution
and article I, section 2(a), of the California Constitution.
The trial court regarded the constitutional distinction between
commercial and noncommercial speech to be dispositive. Following
a hearing, the court sustained the demurrers without leave to
amend and entered a judgment of dismissal from which the plaintiff
appeals.
DISCUSSION
Like the trial court, we chose to analyze the important
constitutional issues raised by the action and express no opinion
as to the multiple objections raised by Nike regarding the application
of Business and Professions Code section 17200 to the facts of
the case.
"On appeal from a judgment of dismissal after a
demurrer is sustained without leave to amend, appellate courts
assume the truth of all facts properly pleaded by the plaintiff-appellant."
(Eisenberg et al., Cal. Practice Guide: Civil Appeals and Writs
(The Rutter Group 1999) par. 8:136, p. 8-65; Day v. AT &
T Corp. (1998) 63 Cal.App.4th 325, 331.) Hence, we are obliged
to assume that Nike in fact misrepresented facts regarding the
labor practices in its Asian factories to induce consumers to
buy its products. Plaintiff relies chiefly on the theory that
these alleged misrepresentations fall within the category of
commercial speech for which Nike can be held accountable under
accepted constitutional principles.
Since extending First Amendment protection to commercial
speech in Bigelow v. Virginia (1975) 421 U.S. 809 and
Va. Pharmacy Bd. v. Va. Consumer Council (1976) 425 U.S.
748, the United States Supreme Court has "been careful to
distinguish commercial speech from speech at the First Amendment'
s core. ' "[C]ommercial speech [enjoys] a limited measure
of protection, commensurate with its subordinate position in
the scale of First Amendment values," and is subject to
"modes of regulation that might be impermissible in the
realm of noncommercial expression." ' "(Florida
Bar v. Went for It, Inc. (1995) 515 U.S. 618, 623, citing
Board of Trustees of State Univ. of N. Y. v. Fox (1989)
492 U.S. 469, 477.)[FOOTNOTE 1]
A line of decisions extending from Va. Pharmacy Bd.
has sanctioned restraints on commercial speech that is false,
deceptive or misleading. (Va. Pharmacy Bd. v. Va. Consumer
Council, supra, 425 U.S. at pp. 770-771.) As stated in Bates
v. State Bar of Arizona (1977) 433 U.S. 350, 383, "[a]dvertising
that is false, deceptive, or misleading of course is subject
to restraint. [Citation.] Since the advertiser knows his product
and has a commercial interest in its dissemination, we have little
worry that regulation to assure truthfulness will discourage
protected speech. [Citation.] . . . [T]he public and private
benefits from commercial speech derive from confidence in its
accuracy and reliability. Thus, the leeway for untruthful or
misleading expression that has been allowed in other contexts
has little force in the commercial arena." (See also
Ibanez v. Florida Dept of Business and Professional Regulation,
Bd. of Accountancy (1994) 512 U.S. 136, 142; Edenfield
v. Fane (1993) 507 U.S. 761, 768; People v. Morse (1993)
21 Cal.App.4th 259, 265; People v. Superior Court (Olson),
supra, 96 Cal.App.3d at p. 191.)
To distinguish between commercial and noncommercial
speech, we begin with the leading United States Supreme Court
decision, Bolger v. Youngs Drug Products Corp. (1983)
463 U.S. 60. There, a condom manufacturer faced prosecution for
unsolicited mailings regarding its product. Most of the mailings
consisted of advertisements conveying price and quantity information
about the plaintiff' s brand, which, the court held, fell "within
the core notion of commercial speech-' speech which does "no
more than propose a commercial transaction." ' [Citation.]"
(Id. at p. 66, fn. omitted.) But the manufacturer also
mailed two informational pamphlets about condom use, containing
no more than references to its brand of condoms. Holding that
these pamphlets were also commercial speech, the court considered
a series of relevant characteristics: "The mere fact that
these pamphlets are conceded to be advertisements clearly does
not compel the conclusion that they are commercial speech. [Citation.]
Similarly, the reference to a specific product does not by itself
render the pamphlets commercial speech. [Citation.] Finally,
the fact that [plaintiff] has an economic motivation for mailing
the pamphlets would clearly be insufficient by itself to turn
the materials into commercial speech. [Citations.] [¶ ]
The combination of all these characteristics, however,
provides strong support for the District Court' s conclusion
that the informational pamphlets are properly characterized as
commercial speech." (Id. at pp. 66-67, fns. omitted.)[FOOTNOTE
2]
The Bolger distinction was applied by the Ninth Circuit
in Association of Nat. Advertisers, Inc. v. Lungren, supra,
44 F.3d 726, to representations, like those at issue here,
that appealed to the consumer' s sense of social responsibility.
Former California Business and Professions Code section 17508.5[FOOTNOTE
3] prohibited a manufacturer or distributor of consumer goods
from making a series of representations regarding the environmental
impact of the goods, such as that they were "ozone friendly"
or "biodegradable," unless the goods met certain statutory
definitions of these terms. Though falling outside the "core
notion" of commercial speech, the court concluded that these
environmental representations constituted commercial speech as
defined by the three characteristics recognized in the Bolger
decision. An earlier decision, on which appellant relies,
concerned representations about the effects of a product on health.
In National Com' n on Egg Nutrition v. F. T. C. (7th Cir.
1977) 570 F.2d 157, the court reviewed a Federal Trade Commission
order directing a trade association to desist from disseminating
advertisements to the effect that "there is no scientific
evidence that eating eggs increases the risk of heart and circulatory
disease." (Id. at p. 158, fn. omitted.) The court
held that the advertisements fell within the category of "'
deceptive or misleading' commercial speech," subject to
restraint under the First Amendment. (Id. at p. 162, citation
omitted.)
Though the Bolger, Egg Nutrition, and Association of
National Advertisers decisions present certain points of
similarity to the present case, they differ in one fundamental
respect: they concern communications conveying information or
representations about specific characteristics of goods. In contrast,
the speech at issue here was intended to promote a favorable
corporate image of the company so as to induce consumers to buy
its products. A Nike executive expressed this business objective
in a letter to the editor: "Consumers . . . want to know
they support companies with good products and practices. . .
. During the shopping season, we encourage shoppers to remember
that Nike is the industry' s leader in improving factory conditions."
The fact that the communications at issue here served
to promote a favorable corporate image through press releases
and letters takes them outside two of the three characteristics
of commercial speech noted in the Bolger decision-advertising
format and reference to specific product. We recognize that false
press releases may support claims for damages or injunctive relief
(S.E.C. v. Rana Research, Inc. (9th Cir. 1993) 8 F.3d 1358;
Southwell v. Mallery, Stern & Warford (1987) 194 Cal.App.3d
140, 142-143; cf., Semco, Inc. v. Amcast, Inc., supra,
52 F.3d at pp. 112-113), and we are mindful that the Bolger
court did not "mean to suggest that each of the characteristics
present in this case must necessarily be present in order for
speech to be commercial." (Bolger v. Youngs Drug Products
Corp., supra, 463 U.S. at p. 67, fn. 14.) But we think that
a public relations campaign focusing on corporate image, such
as that at issue here, calls for a different analysis than that
applying to product advertisement.
The question of possible rights to be accorded to advertising
or public relations devoted to enhancement of a corporate image
may revolve around issues of property rights, rather than First
Amendment protections, where the speech lacks "intrinsic
meaning" or public interest. (Friedman v. Rogers (1979)
440 U.S. 1, 12; see also Central Hudson Gas & Elec. v.
Public Serv. Comm' n, supra, 447 U.S. at p. 580 (conc. opn.
of Stevens, J.).) But the case at bar lies in familiar First
Amendment territory-public dialogue on a matter of public concern.
Though drafted in terms of commercial speech, the complaint in
fact seeks judicial intervention in a public debate.
The "heart of the First Amendment' s protection"
lies in "' the liberty to discuss publicly and truthfully
all matters of public concern . . . . Freedom of discussion,
if it would fulfill its historic function in this nation, must
embrace all issues about which information is needed or appropriate
to enable the members of society to cope with the exigencies
of their period.' "(First National Bank of Boston v.
Bellotti (1978) 435 U.S. 765, 776, quoting Thornhill v.
Alabama (1940) 310 U.S. 88, 101-102.) In crafting this much
quoted language,[FOOTNOTE 4] the Thornhill court noted
that the "exigencies" of the colonial period which
gave birth to the First Amendment, centered around freedom from
oppressive administration of government, but, in the industrial
society of 1940, the same constitutionally protected "area
of free discussion" embraced the dissemination of information
about labor disputes. (Thornhill v. Alabama, supra, at p.
102; see also Va. Pharmacy Bd. v. Va. Consumer Council, supra,
425 U.S. at pp. 762-763, fn. 17; Spiritual Psychic Science
Church v. City of Azusa, supra, 39 Cal.3d at p. 511.) By
the same logic, the labor practices of foreign contractors of
domestic companies come within the "exigencies" of
our times.
Nike exemplifies the perceived evils or benefits of
labor practices associated with the processes of economic globalization.
Though participants in purely private labor disputes are entitled
to certain First Amendment protections,[FOOTNOTE 5] Nike' s strong
corporate image and widespread consumer market places its labor
practices in the context of a broader debate about the social
implications of employing low-cost foreign labor for manufacturing
functions once performed by domestic workers. We take judicial
notice that this debate has given rise to urgent calls for action
ranging from international labor standards to consumer boycotts.
Information about the labor practices at Nike' s overseas plants
thus constitutes data relevant to a controversy of great public
interest in our times.
Freedom of "' expression on public issues "has
always rested on the highest rung of the hierarchy of First Amendment
values." ' [Citations.]" (FCC v. League of Women
Voters of California (1984) 468 U.S. 364, 381.) As stated
in New York Times Co. v. Sullivan (1964) 376 U.S. 254,
"[t]he general proposition that freedom of expression upon
public questions is secured by the First Amendment has long been
settled by our decisions. The constitutional safeguard . . .
' was fashioned to assure unfettered interchange of ideas for
the bringing about of political and social changes desired by
the people.' [Citation.]" (Id. at p. 269.) And, it
represents a "profound national commitment to the principle
that debate on public issues should be uninhibited, robust, and
wide-open . . . ." (Id. at p. 270.)
It follows that "under the free speech guaranty
the validity and truth of declarations in political disputes
over issues of public interest must be resolved by the public
and not by a judge." (Leonardini v. Shell Oil Co., supra,
216 Cal.App.3d at p. 579, fn. 10.) "In the context of .
. . public debate on a matter of public interest, the truth of
the statement is irrelevant." (Id. at p. 577; see also
Wilson v. Superior Court (1975) 13 Cal.3d 652, 659; O'
Connor v. Superior Court (1986) 177 Cal.App.3d 1013, 1019.)
In the famous words of Judge Learned Hand, the First Amendment
"presupposes that right conclusions are more likely to be
gathered out of a multitude of tongues, than through any kind
of authoritative selection. To many this is, and always will
be, folly; but we have staked upon it our all." (United
States v. Associated Press (S.D. N.Y. 1943) 52 F.Supp. 362,
372; see also New York Times Co. v. Sullivan, supra, 376
U.S. at p. 270.)
By protecting the public' s access to "diverse
and antagonistic sources" (Associated Press v. United
States (1945) 326 U.S. 1, 20), the First Amendment serves
an "informational purpose" (First National Bank of
Boston v. Bellotti, supra, 435 U.S. at p. 782, fn. 18), guaranteeing
"the public access to discussion, debate, and the dissemination
of information and ideas." (Id. at p. 783, fn. omitted;
see also id. at p. 777, fn. 12.) The citizen enjoys this
right of access to the free flow of information and ideas both
for purposes of political decisionmaking in a democracy-the traditional
"core" of the First Amendment[FOOTNOTE 6] -and for
private decisions significant to the conduct of life.[FOOTNOTE
7] In Linmark Associates, Inc. v. Willingboro (1977) 431
U.S. 85, the court struck down a local ordinance banning "for
sale" signs in front of residences, which was intended to
dampen home sales motivated by racial fears. The First Amendment,
the court held, prohibits any attempt to regulate the information
available for the important personal choice of purchasing or
selling a home. "That information, which pertains to sales
activity in Willingboro, is of vital interest to Willingboro
residents, since it may bear on one of the most important decisions
they have a right to make: where to live and raise their families."
(Id. at p. 96.)
The press releases and letters at issue here cross the
boundary between political and private decisionmaking. The citizen
may want to translate personal discontent over Nike' s labor
practices into political action or may merely wish to refrain
from purchasing its products manufactured by undesired labor
practices, just as he or she may wish to buy products with a
union identification. (See Spiritual Psychic Science Church
v. City of Azusa, supra, 39 Cal.3d at p. 511 ["an advertisement
informing the public that the cherries for sale at store X were
picked by union workers . . . communicates a message beyond that
related to the bare economic interests of the parties."
].) In either case, "the First Amendment protects the public'
s interest in receiving information." (Pacific Gas &
Elec. Co. v. Public Util. Comm' n (1986) 475 U.S. 1, 8.)
Finally, we note that "commercial motivation does
not transform noncommercial speech into commercial speech . .
. ." (Blatty v. New York Times Co. (1986) 42 Cal.3d
1033, 1048, fn. 3; see also Va. Pharmacy Bd. v. Va. Consumer
Council, supra, 425 U.S. at p. 762; Leonardini v. Shell
Oil Co., supra, 216 Cal.App.3d at p. 576, fn. 8; O' Connor
v. Superior Court, supra, 177 Cal.App.3d at p. 1018.) The
present case is not one in which commercial speech is linked
to noncommercial speech (Zauderer v. Office of Disciplinary
Counsel (1985) 471 U.S. 626, 637, fn. 7; Bolger v. Youngs
Drug Products Corp., supra, 463 U.S. at p. 68; Central
Hudson Gas & Elec. v. Public Serv. Comm' n, supra, 447
U.S. at p. 563, fn. 5), nor again one in which commercial and
noncommercial speech are "' inextricably intertwined.' "(Board
of Trustees, State Univ. of N. Y. v. Fox, supra, 492 U.S.
at p. 474, citation omitted.) Rather, the record discloses noncommercial
speech, addressed to a topic of public interest and responding
to public criticism of Nike' s labor practices. The fact that
Nike has an economic motivation in defending its corporate image
from such criticism does not alter the significance of the speech
to the "listeners" [FOOTNOTE 8] -the consumers or other
members of the public concerned with labor practices attending
the process of economic globalization.
Our analysis of the press releases and letters as forming
part of a public dialogue on a matter of public concern within
the core area of expression protected by the First Amendment
compels the conclusion that the trial court properly sustained
the defendants' demurrer without leave to amend. We see no merit
to appellant' s scattershot argument that he might still be able
to state a cause of action on some theory allowing content-related
abridgement of noncommercial speech. The United States Supreme
Court allows content-based restrictions on noncommercial speech
only if they come within very narrowly defined circumstances,
such as libel, obscenity, fighting words (Consolidated Edison
Co. v. Public Serv. Comm' n (1980) 447 U.S. 530, 538, fn.
5), or "survive the exacting scrutiny necessitated by a
state-imposed restriction of freedom of speech." (First
National Bank of Boston v. Bellotti, supra, 435 U.S. at p.
786.) The complaint does not allege facts coming within these
narrow exceptions, and we see no reasonable possibility that
it could be amended to do so. (Blank v. Kirwan (1985)
39 Cal.3d 311, 318.)
The judgment is affirmed. Costs are awarded to respondent.
Swager, J.
We concur: Stein, Acting P.J., and Marchiano, J.
::::::::::::::::::::::::::::: FOOTNOTE(S):::::::::::::::::::::::::::::
FN1. It has long been recognized that the First Amendment
of the United States Constitution applies to the states under
the due process clause of the Fourteenth Amendment. (44 Liquormart,
Inc. v. Rhode Island (1996) 517 U.S. 484, 489, fn. 1.) In
certain contexts, article I, section 2, of the California Constitution
offers a "' more definitive and inclusive . . .' "protection
of free speech than the First Amendment of the United States
Constitution (Spiritual Psychic Science Church v. City of
Azusa (1985) 39 Cal.3d 501, 519, citation omitted; Robins
v. Pruneyard Shopping Center (1979) 23 Cal.3d 899, 908).
But we see no basis for distinguishing between the federal and
state Constitutions with respect to the issues here on appeal
and will refer to both Constitutions by use of the term "First
Amendment." In declining to differentiate between the state
and federal Constitutions, we find support in People v. Superior
Court (Olson) 96 Cal.App.3d 181 [equating the protection
of commercial speech under the California and federal Constitutions]
and Brown v. Kelly Broadcasting Co. (1989) 48 Cal.3d 711
[applying same standard of liability for defamation under both
Constitutions]. (See also Leonardini v. Shell Oil Co. (1989)
216 Cal.App.3d 547, 555, fn. 1.)
FN2. The decisional law offers an array of verbal formulations
to distinguish commercial and noncommercial speech. Central Hudson
Gas & Elec. v. Public Serv. Comm' n (1980) 447 U.S. 557,
561, broadly describes commercial speech as "expression
related solely to the economic interests of the speaker and its
audience." (See also In re R. M. J. (1982) 455 U.S.
191, 204, fn. 17.) Other decisions refer to a narrower characterization
of commercial speech found in Va. Pharmacy Bd. v. Va. Consumer
Council, supra, 425 U.S. at p. 762-" speech which does
' no more than propose a commercial transaction . . . .' "(E.g.,
Board of Trustees, State Univ. of N. Y. v. Fox (1989)
492 U.S. 469, 473; Posadas de Puerto Rico Assoc. v. Tourism
Co. (1986) 478 U.S. 328, 340.) In Spiritual Psychic Science
Church v. City of Azusa, supra, 39 Cal. 3d at p. 511, our high
court sought to bridge the gap between this differing language
with a somewhat more flexible formulation: "commercial speech
is that which has but one purpose-to advance an economic transaction."
(See conc. opn. of Stevens, J. in Central Hudson Gas &
Elec. v. Public Serv. Comm' n, supra, at pp. 579-580.)
We find our way out of this complexity by relying on
the Bolger decision. Our reliance on Bolger follows federal
decisions in Association of Nat. Advertisers, Inc. v. Lungren
(9th Cir. 1994) 44 F.3d 726, 728, and Semco, Inc. v. Amcast,
Inc. (6th Cir. 1995) 52 F.3d 108, 112-113, and the recent
decision in Keimer v. Buena Vista Books, Inc. (1999) 75
Cal.App.4th 1220, 1228-1229, and appears to be mandated by Cincinnati
v. Discovery Network, Inc. (1993) 507 U.S. 410, which also
discusses Bolger as the most pertinent and authoritative
precedent dealing with the distinction between commercial and
noncommercial speech. In our view, the general discussion of
commercial and noncommercial speech in Spiritual Psychic Science
Church v. City of Azusa, supra, 39 Cal.3d 501 is consistent
with the more precise guidelines in the Bolger decision.
FN3. Repealed. (Stats. 1995, ch. 642, § 2, p.
92.)
FN4. See e.g., Time, Inc. v. Hill (1966) 385
U.S. 374, 388; First National Bank of Boston v. Bellotti, supra,
435 U.S. at page 776; Bolger v. Youngs Drug Products Corp.,
supra, 463 U.S. at page 68, footnote 15.
FN5. NLRB v. Gissel Packing Co. (1969) 395 U.S.
575, 617; Labor Board v. Virginia Power Co. (1941) 314
U.S. 469, 477; A. F. of L. v. Swing (1941) 312 U.S. 321,
325-326.)
FN6. Posadas de Puerto Rico Assoc. v. Tourism Co.,
supra, 478 U.S. at page 340, footnote 7 ["such political
dialogue is at the core of . . . the first amendment" ].
(Citation and internal quotation marks omitted.)
FN7. To the extent that the protection of corporate
speech benefits the citizen' s access to information, corporate
rights under the First Amendment may be described as being derivative,
i.e., based on the need to protect the public' s right of access
to information. (Dan-Cohen, Freedoms of Collective Speech:
A Theory of Protected Communications by Organizations, Communities,
and the State (1991) 79 Cal.L.Rev. 1229, 1233, 1245-1248.)
The derivative nature of the corporate right to assert the protection
of the First Amendment resolves the paradox of recognizing a
right of free speech in an artificial entity "existing only
in contemplation of law." (Dartmouth College v. Woodward
(1819) 17 U.S. 517, 634, Marshall, J.)
FN8. See Linmark Associates, Inc. v. Willingboro,
supra, 431 U.S. at page 92, referring to prospective home
buyers as "listeners," entitled to First Amendment
protection.
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