The U.S. Supreme Court case Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council, Inc., in 1975 revolved around a statute in the state of Virginia that prohibited pharmacists from advertising prescription drug prices. The law was challenged by the consumer advocacy group, Virginia Citizens Consumer Council (VCCC), who argued it violated their First Amendment rights to receive information about medication costs. In an 8-1 decision, the court ruled in favor of VCCC stating that commercial speech is protected under the First Amendment and consumers have a right to receive such information for their benefit and welfare. This landmark ruling expanded free speech protections into commercial areas and established precedent for future cases involving restrictions on advertising.

In the dissenting opinion for Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council, Inc., Justice Rehnquist argued that commercial speech should not be protected under the First Amendment as it is fundamentally different from other forms of expression. He contended that advertising, being linked to business interests and profit motives, does not contribute to democratic deliberation or intellectual exchange in society. Therefore, he believed it was within a state's rights to regulate such speech without violating constitutional principles. Furthermore, he expressed concern about potential negative consequences if all commercial speech were given full First Amendment protection - including an increase in litigation and challenges against regulatory agencies trying to protect consumers from deceptive or harmful practices by businesses.