In other words, can the state create a property interest that will allow it to prosecute people for wearing the wrong sort of T-shirts?
I received an email from a columnist who is following up on this story, which
concerns a Texas couple whose son was killed on duty in Iraq. The father searches for his son’s name and,
when he finds it on anti-war sites, asks them to remove it. According to him, the majority comply. This, I submit, is a mistake on the sites’
part, albeit an understandable one. That
history is painful does not make it untrue, and that the father opposes anti-war
groups does not make his son’s death off-limits for discussion by such
groups. Sites that complied with his
understandable but overreaching request, I suspect, set the stage for the next
development: there’s an Arizona site,
CarryABigSticker, selling T-shirts with “Bush Lied” on the front and “They
Died” on the back, along with the names of U.S. soldiers killed in Iraq through
October 23.
The grieving father, Robert Vandertulip, asked the seller to
remove his son’s name. The seller
refused. According to the Star-Telegram, at the father’s urging,
“Rep. Linda Harper-Brown, R-Irving, has pre-filed a bill for the upcoming Texas
legislative session that would make it a misdemeanor to use the name or image
of a current or former member of the military for a commercial purpose without
permission…. Already, two other states have passed similar laws and two bills
have been filed in Congress before.” (Later information in the article indicates that Texas already has a
civil law covering use of name/image without permission, but that the proposed
bill adds a criminal penalty.)
Rep. Harper-Brown thinks it’s not right to profit “on the
death of a soldier who put his life on the line for us and our freedom.” What the family’s permission has to do with
the rightness of profit is an open question – but the bigger issue is how
detailed political speech has to be before we’re willing to recognize it as
speech. I hope and trust that supporters
of these laws would not want to apply them to books critical of the war, or a
newspaper’s list and photos of the U.S. dead, even though those are, like the
T-shirts, produced by profit-seeking entities.
Vandertulip invokes right of publicity in defense of his
claims, arguing that “if he were to use shirts with Arnold Schwarzenegger,
Paris Hilton or Robert DeNiro's name, [he’d] have to pay them for the use of
it.” Schwarzenegger might sue – he has
done so over bobblehead
dolls – but whether he could win is another question, especially if the
shirts had a political message. The
question of when artistic license trumps publicity rights has been
much-litigated, to very different results in different states. California
is reasonably speech-protective, if the commercial art at issue is
“transformative” and uses a celebrity image as a starting point for new
meaning. Missouri,
by contrast, hews pretty closely to the idea that trading on celebrity identity
for commercial advantage is a violation of the right of publicity, regardless
of what was added.
Rights of publicity, however, are based on a privacy-plus
theory of unjust enrichment: that celebrities are responsible for the pecuniary
value of their images and are thus entitled to reap whatever commercial
advantage they bring. This doesn’t
translate well to an equally expansive right for non-celebrities. CarryABigSticker isn’t exploiting any
preexisting commercial value of the fallen soldiers’ names. The value of the shirt exists in listing
multiple names and in adding the political message. Even Missouri’s right of publicity requires
the plaintiff to show that his identity has preexisting commercial value, and
here it really doesn’t. There is no
“reaping where others have sown” to counterbalance against the T-shirt maker’s
First Amendment rights to speak about the war.
The Star-Telegram
article quotes some lawyers to the effect that the proposed bill is more likely
to pass constitutional muster because it covers only commercial speech, implying
that CarryABigSticker can be stopped even if political protests putting servicemembers’
names on signs can’t be banned. This spin
is consistent with a standard prejudice against “promotional goods” like
T-shirts, posters, and mugs, as compared to pamphlets, blogs, and newspapers, but
it reflects a deep misunderstanding of what “commercial speech” means. The speech that gets less protection is not speech
that’s offered for a price (like the print version of the Star-Telegram) but speech that proposes a commercial transaction (like
the ads in the Star-Telegram). The “Bush Lied” T-shirts are not commercial speech.
The proposed law may be constitutional –
but if so, it’s constitutional because it doesn’t cover the T-shirts it’s supposed
to silence.
According to the story, CarryABigSticker has stopped selling
the T-shirts in two states with a version of this law, Louisiana and Oklahoma. This is unfortunate but, again, understandable
– it’s called a chilling effect for a reason.
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