A# advertising, or commercial speech, was not always considered a First Amendment value. Only in the last quarter of the 20th Century did the U.S. Supreme Court begin to view truthful, nondeceptive advertising as a kind of information dissemination and therefore subject to First Amendment protection. But what happens when such advertisements promote a value that a state government believes it has an obligation to curb? In an effort to promote temperance, a Rhode Island law made it ille gal to include product prices in advertisements of alcoholic beverages. The rationale was rooted in the belief that when informed of low prices, consumers increase consumption.