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In another major decision last week, the Supreme Court directed a chilly breeze down Madison Avenue's way. By a vote of 5 to 4, the court ruled that even truthful ads for lawful goods and services may be restricted by the state to protect the "health, safety and welfare" of its citizens.

The court's pronouncement grew out of a case from Puerto Rico, where the former owners of the Condado Plaza Hotel and Casino had invoked the First Amendment guarantee of free speech to challenge a local ban on advertising by gambling casinos. Because of the crime and corruption that gambling...

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