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Cincinnati 12:07 a.m. ET Feb. 10, 2017

John C. Greiner, attorney for Graydon Head Legal Counsel. He's a commercial litigator with an emphasis on communications and media law. He serves on the firm's Appellate Practice Group. (Photo: Provided, Provided)

The social media platform Facebook recently lost a First Amendment challenge to the federal Telephone Communications Privacy Act. While the case is bad news in the short term for Facebook, the rejection of the constitutional challenge could have long-term consequences for the entire industry.

The case concerns birthday messages. Facebook employed computer software to send birthday announcement texts to users. In 2015, Facebook, through its short code SMS number 32665033, texted to Colin Brickman's cell phone number an unsolicited birthday announcement text stating Today is Jim Stewart's birthday. Reply to post a wish on his Timeline or reply with 1 to post Happy Birthday!. Although Brickman supplied Facebook his cell phone number, which is associated to his Facebook page, Brickman indicated in the notification settings of his Facebook account, prior to receiving the text message, that he did not want to receive any text messages from Facebook.

And Brickman apparently was serious about it. On Feb. 2, 2016, Brickman filed a class action suit against Facebook, alleging Facebook violates the TCPA by sending unauthorized text messages. Brickman asked the court to allow him to represent the class of (a)ll individuals who received one or more Birthday Announcement Texts from Defendant to a cell phone through the use of an automated telephone dialing system at any time without their consent.

A valid TCPA claim requires plaintiff to allege (1) a defendant called a cellular telephone number; (2) using an automated telephone dialing system (ATDS); and (3) without the recipient's prior express consent. A text message is a call within the meaning of the TCPA.

Brickman alleged that Facebook employs computer software to send birthday announcement texts without human intervention to users. According to his complaint, Facebook's computer system, without any human intervention, reviews user data on a daily basis to identify users who have birthdays on a particular day; identifies the users Facebook friends who will receive the texts for a particular user's birthday; identifies the cell phone numbers of the Facebook friends that will receive the message; automatically inserts the name of the user celebrating a birthday into a form text in the appropriate language for each of the user's Facebook friends, creates the text; compiles a list of cell phone numbers to which it will send Birthday Text Announcements, stores those cell phone numbers in a queue, and then causes the text messages to be sent from that queue.

Facebook argued the text message was triggered by human intervention, in that Brickman signed up for Facebook and linked his cell number to his profile. And in addition to these technical arguments, Facebook contended the TCPA violates the First Amendment. In its view, based on a recent U.S. Supreme Court case that struck down an Arizona sign ordinance, a law triggered by the content of a message is subject to strict scrutiny a standard that is almost impossible for the government to satisfy.

The good news for Facebook was the court agreed that the TCPA is content-based certain messages, such as emergency messages, are exempt based on their content. Others are not, again based on the content. That meant the court applied the strict scrutiny analysis. The bad news for Facebook was that in this case, the court concluded that the TCPA satisfied the standard.

In order to survive strict scrutiny, the government must prove the restriction furthers a compelling interest and is narrowly tailored to achieve that interest. Here, the court concluded the government has a compelling interest in protecting residential privacy. The TCPA is designed to do just that.

And the court concluded the TCPA is narrowly tailored. In support of its argument, Facebook argued the TCPA was under-inclusive meaning it did not actually address all of the instances necessary to achieve its purpose. In the Supreme Courts sign ordinance case, for example, there were 33 exemptions to the ordinance. But the TCPA has only two exemptions. The court concluded it was not under inclusive.

Facebook also argued that in other respects, the TCPA was over inclusive. That is, it sweeps too much interaction under its provisions. The court rejected this argument as well. In its view, the TCPA is limited to a narrow subset of automated calls made without the recipients consent. It does not restrict individuals from receiving any call they want to receive. Any speech that the TCPA would cover is removed from that coverage once the consumer consents.

The immediate effect of the ruling is that Facebook will have to defend Brickmans suit on fairly technical grounds. The big constitutional defense is off the table, at least for now. And consumers will continue to enjoy protection from unwanted communications.

Jack Greiner is a lawyer with the Graydon Head law firm in Cincinnati and represents Enquirer Media in First Amendment and media issues.

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Facebook loses 1st Amendment challenge to federal law - Cincinnati.com