44 Liquormart Inc. v. Rhode Island
JUSTICE O’CONNOR, with whom THE CHIEF JUSTICE, JUSTICE SOUTER, and JUSTICE BREYER join, concurring in the judgment.
Rhode Island prohibits advertisement of the retail price of alcoholic beverages, except at the place of sale. The State’s only asserted justification for this ban is that it promotes temperance by increasing the cost of alcoholic beverages. Brief for Respondent State of Rhode Island 22. I agree with the Court that Rhode Island’s price-advertising ban is invalid. I would resolve this case more narrowly, however, by applying our established Central Hudson test to determine whether this commercial speech regulation survives First Amendment scrutiny.
Under that test, we first determine whether the speech at issue concerns lawful activity and is not misleading, and whether the asserted governmental interest is substantial. If both these conditions are met, we must decide whether the regulation “directly advances the governmental interest asserted, and whether it is not more extensive than is necessary to serve that interest.” Central Hudson Gas & Elec. Corp. v. Public Servo Comm’n of N. Y., 447 U. S. 557, 566 (1980).
Given the means by which this regulation purportedly serves the State’s interest, our conclusion is plain: Rhode Island’s regulation fails First Amendment scrutiny.
Both parties agree that the first two prongs of the Central Hudson test are met. Even if we assume, arguendo, that Rhode Island’s regulation also satisfies the requirement that it directly