The real ads were tongue-in-cheek interviews with celebrities talking about their “first time.” The ads played off a double entendre, with the headline ("“X talks about his first time”") and the interview first sounding like a discussion of the star’s first sexual experience, then revealing that the discussion actually concerned the subject's first time trying Campari. The satire at issue was a takeoff of an advertising campaign for Campari, an Italian apéritif. In a parody of a magazine advertisement for a popular alcoholic drink, "Hustler" described a drunk Falwell having an incestuous encounter with his mother in an outhouse. While "Hustler" has always been known for its explicit – even gynecological – pictures of nude women and for its crude humor, the prominent fundamentalist Protestant minister Jerry Falwell found nothing funny about satire the magazine printed in 1983 targeted at him. Larry Flynt is said to have contributed to the rise of the sexual revolution in the United States by publishing " Hustler" magazine. Once the decision was reached "Hustler" magazine's parody of Jerry Falwell was deemed to be within the law, leading to a reversal of the jury verdict in favor of Falwell, who had previously been awarded $150'000 in damages by a lower court. 46 ( 1988), the United States Supreme Court held, in a unanimous 8-0 decision (Justice Kennedy took no part in the consideration or decision of the case), that the First Amendment's free-speech guarantee prohibits awarding damages to public figures to compensate for emotional distress intentionally inflicted upon them. JoinMajority=Brennan, Marshall, Blackmun, Stevens, O'Connor, Scalia Fourth Circuit Court of Appeals reversed. Holding=The creators of parodies of public figures are protected against civil liability by the First Amendment, unless the parody includes false statements of fact made in knowing or reckless disregard of the truth.
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