Milk
Got Milk Abstract
Motivation -- There is nothing like a good television commercial to make one's day. Some are funny and some can make you sing or dance and the really good ones; well, they can make you laugh and more importantly, they can actually create a need to buy the product that they are advertising. This is also a world of big business. The Super Bowl, for example, charges millions of dollars each year for each 30 second commercial spot. One would think that everyone wants their 'fifteen minutes of fame' so television and radio ads seem like an excellent opportunity to go out and get that fame. That is, unless you are being forced to pay for an ad that you may or may not want to be in. Or worse, what if you were legally mandated to pay for a particular advertising campaign or risk fines or jail time? Do you remember this one -- "Got Milk?" Well, that was the advertisement that eventually became the underlying story of the now infamous case of Cochran v. Veneman. "Compelling milk producers to subsidize generic advertising is unconstitutional, the Third Circuit ruled in late February. The unanimous court agreed that a government-mandated promotional campaign for milk is subject to First Amendment scrutiny. (Cochran v. Veneman, No. 03-2522, 2004 WL 333103 (3d Cir. Feb. 24, 2004).) The district court based its decision on two previous challenges to food-marketing programs that met different rates in the U.S. Supreme Court." (Goliath)
Problem statement -- Milk producers were forced to pay for the...
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