The Right To Advertise?

Sometimes, an advertisement is worth a thousand op-eds. Last week, one of us co-authored an op-ed criticizing an amicus brief filed by the American Economic Liberties Project and several prominent law professors in the pending Supreme Court case NetChoice v. Paxton. AELP's brief defends the constitutionality of a Texas law prohibiting social media companies from moderating - or censoring," at least according to Texas - user-generated content. Among other things, AELP argues that social media companies and newspapers have different First Amendment rights, because social media is open-access" and newspapers aren't.

AELP's argument is based on two Supreme Court cases, Miami Herald and PruneYard. In Miami Herald, the Court held that Florida couldn't require a newspaper to print a politician's rebuttal to a critical article. And in PruneYard, it held that a state could require a shopping mall to permit political speech. AELP claims that social media is more like a shopping mall than a newspaper, because malls and social media are both open-access.

Not only is AELP's legal argument absurd, but also its premise is false. Newspapers and social media are both open-access, so AELP's own theory implies they should have the same First Amendment rights. According to AELP, social media and newspapers are different because everyone can publish on social media, but not everyone can publish in the newspaper.

Wrong. Sure, not everyone can publish an op-ed, but anyone can publish an advertisement. All they have to do is pay for it. The only difference between social media and newspapers is that access to social media is free, but you have to pay for access to the newspaper. Yes, newspapers reserve the right to exercise editorial discretion over which ads they're willing to print. But that's all social media companies want, and it's what Texas is trying to prohibit them from doing. The Florida law at issue in Miami Herald required newspapers to give politicians a free right of reply, and the Texas law at issue in NetChoice does the same thing, by forcing social media companies to publish speech that is anathema to their advertisers. If newspapers can offer open-access to ads, but moderate what they print, then so can social media.

But the op-ed wasn't enough. If telling readers about the problems with AELP's arguments is good, then showing them is better. So we decided to demonstrate that newspapers are every bit as open-access as social media and exercise editorial discretion in exactly the same way.

So we bought an ad in the Miami Herald, criticizing AELP's argument by demonstrating that newspapers are in fact open-access, so long as you're willing and able to pay for access. As of today, our ad is scheduled to run from Monday to Thursday, pending approval.

Amusingly, our demonstration works whether or not the Miami Herald ultimately publishes our ad. If the Miami Herald prints our ad, it shows that newspapers are in fact open-access, because anyone can publish an ad. We were able to create an advertising account, schedule a campaign, and pay for it, in minutes. This default openness is moderated only by the paper's reservation of the right to reject particular creatives. And if the Miami Herald refuses to publish our ad, perhaps deciding that it violates their social media community guidelines-esque creative approval policies," it shows that newspapers are open-access publications that still exercise editorial discretion over what they print. Heads, free speech wins, tails compelled speech loses.