chapter  8
44 Liquormart, Inc. and Peoples Super Liquor Stores, Inc. v. Rhode Island and Rhode Island Liquor Stores Association
Pages 32

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.