Greater Baltimore Center for Pregnancy Concerns, Inc. v. Mayor of Baltimore , 721 F.3d 264 ( 2013 )


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  •                                PUBLISHED
    UNITED STATES COURT OF APPEALS
    FOR THE FOURTH CIRCUIT
    No. 11-1111
    GREATER   BALTIMORE    CENTER      FOR      PREGNANCY   CONCERNS,
    INCORPORATED,
    Plaintiff – Appellee,
    and
    ST. BRIGID’S ROMAN CATHOLIC CONGREGATION INCORPORATED;
    ARCHBISHOP WILLIAM E. LORI, as successor to Archbishop
    Edwin F. O’Brien, Archbishop of Baltimore, and his
    successor in office, a corporation sole,
    Plaintiffs,
    v.
    MAYOR AND CITY COUNCIL OF BALTIMORE; STEPHANIE RAWLINGS-
    BLAKE, Mayor of Baltimore, in her Official Capacity; OXIRIS
    BARBOT, Baltimore City Health Commissioner,
    Defendants – Appellants,
    and
    OLIVIA FARROW; BALTIMORE CITY HEALTH DEPARTMENT,
    Defendants.
    ------------------------------
    TAUNYA LOVELL BANKS, Jacob A. France Professor of Equality
    Jurisprudence, University of Maryland School of Law; C.
    CHRISTOPHER BROWN, Associate Professor Emeritus of Law,
    University of Maryland School of Law; ERWIN CHEMERINSKY,
    Dean and Distinguished Professor of Law, University of
    California, Irvine School of Law; ROBERT J. CONDLIN,
    Professor of Law, University of Maryland School of Law;
    NORMAN DORSEN, Frederick I. and Grace A. Stokes Professor
    of Law, New York University School of Law; LEIGH GOODMARK,
    Associate Professor of Law, University of Baltimore School
    of Law; STEVEN P. GROSSMAN, Dean Julius Isaacson Professor
    of Law, University of Baltimore School of Law; MARTIN
    GUGGENHEIM, Fiorello LaGuardia Professor of Clinical Law,
    New York University School of Law; DEBORAH HELLMAN,
    Professor of Law and Jacob France Research Professor,
    University of Maryland School of Law; MARGARET E. JOHNSON,
    Assistant Professor of Law, University of Baltimore School
    of Law; KENNETH LASSON, Professor of Law, University of
    Baltimore School of Law; SYLVIA A. LAW, Elizabeth K.
    Dollard Professor of Law, Medicine and Psychiatry, New York
    University School of Law; SUSAN PAULA LEVITON, Professor of
    Law,   University   of   Maryland    School of   Law;   AUDREY
    MCFARLANE, Professor of Law, University of Baltimore School
    of Law; PAULA A. MONOPOLI, Professor of Law, University of
    Maryland School of Law; BURT NEUBORNE, Inez Milholland
    Professor of Civil Liberties, New York University School of
    Law; JOHN T. NOCKLEBY, Professor of Law, Loyola Law School;
    HELEN L. NORTON, Associate Professor of Law, University of
    Colorado School of Law; DAVID A.J. RICHARDS, Edwin D. Webb
    Professor of Law, New York University School of Law;
    ELIZABETH J. SAMUELS, Professor of Law, University of
    Baltimore School of Law; ELIZABETH M. SCHNEIDER, Rose L.
    Hoffer Professor of Law, Brooklyn Law School; JANA B.
    SINGER, Professor of Law, University of Maryland School of
    Law; BARBARA ANN WHITE, Professor of Law, University of
    Baltimore School of Law; TOBIAS BARRINGTON WOLFF, Professor
    of Law, University of Pennsylvania Law School; DIANE L.
    ZIMMERMAN, Samuel Tilden Professor of Law Emerita, New York
    University School of Law; INTERNATIONAL MUNICIPAL LAWYERS
    ASSOCIATION; AMERICAN MEDICAL WOMEN’S ASSOCIATION; ROBERT
    BLUM; WILLARD CATES, JR.; CHESAPEAKE REGIONAL CHAPTER OF
    THE SOCIETY FOR ADOLESCENT HEALTH AND MEDICINE; ERIC LEVEY;
    MATERNAL   AND    CHILD   HEALTH    ACCESS; NADINE    PEACOCK;
    PHYSICIANS FOR REPRODUCTIVE CHOICE AND HEALTH; MARK SEIGEL;
    LAURIE SCHWAB ZABIN; EVA MOORE; CATHOLICS FOR CHOICE; DC
    ABORTION FUND; DIANA DEGETTE; DONNA EDWARDS; LAW STUDENTS
    FOR REPRODUCTIVE JUSTICE; CAROLYN MALONEY; MARYLAND CHAPTER
    FOR THE NATIONAL ORGANIZATION FOR WOMEN; NARAL PRO-CHOICE
    AMERICA; NARAL PRO-CHOICE MARYLAND; NATIONAL ABORTION
    FEDERATION; NATIONAL ADVOCATES FOR PREGNANT WOMEN; NATIONAL
    ASIAN PACIFIC AMERICAN WOMEN’S FORUM; PLANNED PARENTHOOD OF
    MARYLAND;    MIKE     QUIGLEY;    RELIGIOUS   COALITION    FOR
    REPRODUCTIVE CHOICE; SISTERSONG WOMEN OF COLOR REPRODUCTIVE
    JUSTICE COLLECTIVE; LOUISE SLAUGHTER; JACKIE SPEIER; WHOLE
    WOMAN’S HEALTH OF BALTIMORE; WOMEN’S LAW CENTER OF
    2
    MARYLAND, INCORPORATED; HUMAN RIGHTS   WATCH;   SUSAN   DELLER
    ROSS, Professor; ELIJAH CUMMINGS,
    Amici Supporting Appellants,
    PREGNANCY   CARE    ORGANIZATIONS   CARE   NET;   HEARTBEAT
    INTERNATIONAL, INCORPORATED; NATIONAL INSTITUTE OF FAMILY
    AND LIFE ADVOCATES; ROCKA-MY-BABY PREGNANCY CRISIS CENTER;
    BOWIE CROFTON PREGNANCY CLINIC, INCORPORATED; CARE NET
    PREGNANCY CENTER OF FREDERICK; CARE NET PREGNANCY CENTER OF
    SOUTHERN MARYLAND; LAUREL PREGNANCY CENTER; ROCKVILLE
    PREGNANCY CENTER, INCORPORATED; AMERICAN CENTER FOR LAW AND
    JUSTICE; AMERICAN ASSOCIATION OF PRO-LIFE OBSTETRICIANS AND
    GYNECOLOGISTS; CHRISTIAN MEDICAL & DENTAL ASSOCIATIONS;
    CATHOLIC MEDICAL ASSOCIATION; HELEN M. ALVARE, Associate
    Professor of Law, George Mason University School of Law;
    ROBERT JOHN ARAUJO, S.J., John Courtney Murray, S.J.
    University Professor, Loyola University of Chicago School
    of Law; ROBERT F. COCHRAN, JR., Louis D. Brandeis Professor
    of Law, Pepperdine University School of Law; DAVID DEWOLF,
    Professor, Gonzaga University School of Law; DWIGHT G.
    DUNCAN, Professor of Law, University of Massachusetts
    Dartmouth School of Law; JOHN C. EASTMAN, Henry Salvatori
    Professor of Law & Community Service, former Dean, Chapman
    University School of Law; SCOTT T. FITZGIBBON, Professor,
    Boston College Law School; RICHARD W. GARNETT, Associate
    Dean and Professor of Law, Notre Dame Law School; BRADLEY
    P. JACOB, Associate Professor, Regent University School of
    Law; DREW L. KERSHEN, Earl Sneed Centennial Professor of
    Law, University of Oklahoma College of Law; LYNNE MARIE
    KOHM, John Brown McCarty Professor of Family Law, Regent
    University School of Law; RICHARD S. MYERS, Professor of
    Law, Ave Maria School of Law; MICHAEL STOKES PAULSEN,
    Distinguished University Chair and Professor, University of
    St. Thomas School of Law; ROBERT J. PUSHAW, James Wilson
    Endowed Professor of Law, Pepperdine University School of
    Law; MICHAEL SCAPERLANDA, Professor of Law, Gene & Elaine
    Edwards Family Chair in Law, The University of Oklahoma
    College of Law; GREGORY C. SISK, Pio Cardinal Laghi
    Distinguished Chair in Law and Professor, University of St.
    Thomas School of Law; O. CARTER SNEAD, Professor of Law,
    Notre Dame Law School; RICHARD STITH, Professor of Law,
    Valparaiso University School of Law; TIMOTHY J. TRACEY,
    Assistant Professor of Law, Ave Maria School of Law; LYNN
    D. WARDLE, Bruce C. Hafen Professor of Law, J. Reuben Clark
    Law School, Brigham Young University; THE NATIONAL LEGAL
    FOUNDATION,
    3
    Amici Supporting Appellees.
    No. 11-1185
    ST. BRIGID’S ROMAN CATHOLIC CONGREGATION INCORPORATED;
    ARCHBISHOP WILLIAM E. LORI, as successor to Archbishop
    Edwin F. O’Brien, Archbishop of Baltimore, and his
    successor in office, a corporation sole,
    Plaintiffs – Appellants,
    and
    GREATER   BALTIMORE    CENTER      FOR      PREGNANCY   CONCERNS,
    INCORPORATED,
    Plaintiff,
    v.
    MAYOR AND CITY COUNCIL OF BALTIMORE; STEPHANIE RAWLINGS-
    BLAKE, Mayor of Baltimore, in her Official Capacity; OXIRIS
    BARBOT, Baltimore City Health Commissioner,
    Defendants – Appellees,
    and
    OLIVIA FARROW; BALTIMORE CITY HEALTH DEPARTMENT,
    Defendants.
    ------------------------------
    HELEN M. ALVARE, Associate Professor of Law, George Mason
    University School of Law; AMERICAN CENTER FOR LAW AND
    JUSTICE; AMERICAN ASSOCIATION OF PRO-LIFE OBSTETRICIANS AND
    GYNECOLOGISTS; ROBERT JOHN ARAUJO, S.J., John Courtney
    Murray, S.J. University Professor, Loyola University of
    Chicago School of Law; BOWIE CROFTON PREGNANCY CLINIC,
    INCORPORATED; CARE NET PREGNANCY CENTER OF FREDERICK; CARE
    NET PREGNANCY CENTER OF SOUTHERN MARYLAND; CHRISTIAN
    MEDICAL    &   DENTAL   ASSOCIATIONS;    CATHOLIC   MEDICAL
    4
    ASSOCIATION; ROBERT F. COCHRAN, JR., Louis D. Brandeis
    Professor of Law, Pepperdine University School of Law;
    DAVID DEWOLF, Professor, Gonzaga University School of Law;
    DWIGHT   G.  DUNCAN,   Professor   of   Law,   University   of
    Massachusetts Dartmouth School of Law; JOHN C. EASTMAN,
    Henry Salvatori Professor of Law & Community Service,
    former Dean, Chapman University School of Law; SCOTT T.
    FITZGIBBON, Professor, Boston College Law School; RICHARD
    W. GARNETT, Associate Dean and Professor of Law, Notre Dame
    Law School; HEARTBEAT INTERNATIONAL, INCORPORATED; BRADLEY
    P. JACOB, Associate Professor, Regent University School of
    Law; DREW L. KERSHEN, Earl Sneed Centennial Professor of
    Law, University of Oklahoma College of Law; LYNNE MARIE
    KOHM, John Brown McCarty Professor of Family Law, Regent
    University School of Law; LAUREL PREGNANCY CENTER; RICHARD
    S. MYERS, Professor of Law, Ave Maria School of Law;
    NATIONAL INSTITUTE OF FAMILY AND LIFE ADVOCATES; MICHAEL
    STOKES   PAULSEN,   Distinguished    University    Chair   and
    Professor, University of St. Thomas School of Law;
    PREGNANCY CARE ORGANIZATIONS CARE NET; ROBERT J. PUSHAW,
    James   Wilson   Endowed   Professor   of    Law,   Pepperdine
    University School of Law; ROCKA-MY-BABY PREGNANCY CRISIS
    CENTER; ROCKVILLE PREGNANCY CENTER, INCORPORATED; MICHAEL
    SCAPERLANDA, Professor of Law, Gene & Elaine Edwards Family
    Chair in Law, The University of Oklahoma College of Law;
    GREGORY C. SISK, Pio Cardinal Laghi Distinguished Chair in
    Law and Professor, University of St. Thomas School of Law;
    O. CARTER SNEAD, Professor of Law, Notre Dame Law School;
    RICHARD STITH, Professor of Law, Valparaiso University
    School of Law; TIMOTHY J. TRACEY, Assistant Professor of
    Law, Ave Maria School of Law; LYNN D. WARDLE, Bruce C.
    Hafen Professor of Law, J. Reuben Clark Law School, Brigham
    Young University; THE NATIONAL LEGAL FOUNDATION,
    Amici Supporting Appellants,
    TAUNYA LOVELL BANKS, Jacob A. France Professor of Equality
    Jurisprudence, University of Maryland School of Law; C.
    CHRISTOPHER BROWN, Associate Professor Emeritus of Law,
    University of Maryland School of Law; ERWIN CHEMERINSKY,
    Dean and Distinguished Professor of Law, University of
    California, Irvine School of Law; ROBERT J. CONDLIN,
    Professor of Law, University of Maryland School of Law;
    NORMAN DORSEN, Frederick I. and Grace A. Stokes Professor
    of Law, New York University School of Law; LEIGH GOODMARK,
    Associate Professor of Law, University of Baltimore School
    of Law; STEVEN P. GROSSMAN, Dean Julius Isaacson Professor
    5
    of Law, University of Baltimore School of Law; MARTIN
    GUGGENHEIM, Fiorello LaGuardia Professor of Clinical Law,
    New York University School of Law; DEBORAH HELLMAN,
    Professor of Law and Jacob France Research Professor,
    University of Maryland School of Law; MARGARET E. JOHNSON,
    Assistant Professor of Law, University of Baltimore School
    of Law; KENNETH LASSON, Professor of Law, University of
    Baltimore School of Law; SUSAN PAULA LEVITON, Professor of
    Law, University of Maryland School of Law; SYLVIA A. LAW,
    Elizabeth K. Dollard Professor of Law, Medicine and
    Psychiatry, New York University School of Law; AUDREY
    MCFARLANE, Professor of Law, University of Baltimore School
    of Law; PAULA A. MONOPOLI, Professor of Law, University of
    Maryland School of Law; BURT NEUBORNE, Inez Milholland
    Professor of Civil Liberties, New York University School of
    Law; JOHN T. NOCKLEBY, Professor of Law, Loyola Law School;
    HELEN L. NORTON, Associate Professor of Law, University of
    Colorado School of Law; DAVID A.J. RICHARDS, Edwin D. Webb
    Professor of Law, New York University School of Law;
    ELIZABETH M. SCHNEIDER, Rose L. Hoffer Professor of Law,
    Brooklyn Law School; ELIZABETH J. SAMUELS, Professor of
    Law, University of Baltimore School of Law; JANA B. SINGER,
    Professor of Law, University of Maryland School of Law;
    BARBARA ANN WHITE, Professor of Law, University of
    Baltimore School of Law; TOBIAS BARRINGTON WOLFF, Professor
    of Law, University of Pennsylvania Law School; DIANE L.
    ZIMMERMAN, Samuel Tilden Professor of Law Emerita, New York
    University School of Law; INTERNATIONAL MUNICIPAL LAWYERS
    ASSOCIATION; AMERICAN MEDICAL WOMEN’S ASSOCIATION; MATERNAL
    AND CHILD HEALTH ACCESS; PHYSICIANS FOR REPRODUCTIVE CHOICE
    AND HEALTH; CHESAPEAKE REGIONAL CHAPTER OF THE SOCIETY FOR
    ADOLESCENT HEALTH AND MEDICINE; ROBERT BLUM; WILLARD CATES,
    JR.; ERIC LEVEY; NADINE PEACOCK; MARK SEIGEL; LAURIE SCHWAB
    ZABIN; EVA MOORE; NARAL PRO-CHOICE MARYLAND; NARAL PRO-
    CHOICE AMERICA; CATHOLICS FOR CHOICE; DC ABORTION FUND; LAW
    STUDENTS   FOR   REPRODUCTIVE JUSTICE;   NATIONAL  ABORTION
    FEDERATION; MARYLAND CHAPTER FOR THE NATIONAL ORGANIZATION
    FOR WOMEN; NATIONAL ADVOCATES FOR PREGNANT WOMEN; NATIONAL
    ASIAN PACIFIC AMERICAN WOMEN’S FORUM; PLANNED PARENTHOOD OF
    MARYLAND; RELIGIOUS COALITION FOR REPRODUCTIVE CHOICE;
    SISTERSONG WOMEN OF COLOR REPRODUCTIVE JUSTICE COLLECTIVE;
    WHOLE WOMAN’S HEALTH OF BALTIMORE; WOMEN’S LAW CENTER OF
    MARYLAND, INCORPORATED; DIANA DEGETTE; DONNA EDWARDS;
    CAROLYN MALONEY; MIKE QUIGLEY; LOUISE SLAUGHTER; JACKIE
    SPEIER; HUMAN RIGHTS WATCH; SUSAN DELLER ROSS, Professor;
    ELIJAH CUMMINGS,
    6
    Amici Supporting Appellees.
    Appeals from the United States District Court for the District
    of Maryland, at Baltimore.   Marvin J. Garbis, Senior District
    Judge. (1:10-cv-00760-MJG)
    ARGUED:   December 6, 2012                    Decided:   July 3, 2013
    Before TRAXLER, Chief Judge, and WILKINSON, NIEMEYER, MOTZ,
    KING, SHEDD, DUNCAN, AGEE, KEENAN, WYNN, FLOYD, and THACKER,
    Circuit Judges.
    No. 11-1111 vacated and remanded, and No. 11-1185 affirmed, by
    published opinion.   Judge King wrote the majority opinion, in
    which Chief Judge Traxler and Judges Motz, Duncan, Keenan, Wynn,
    Floyd, and Thacker joined.    Judge Wilkinson wrote a dissenting
    opinion.   Judge Niemeyer wrote a dissenting opinion, in which
    Judges Wilkinson, Shedd, and Agee joined.
    ARGUED: Suzanne Sangree, CITY OF BALTIMORE LAW DEPARTMENT,
    Baltimore, Maryland, for Mayor and City Council of Baltimore,
    Stephanie Rawlings-Blake, Mayor of Baltimore, in her Official
    Capacity, and Oxiris Barbot, Baltimore City Health Commissioner.
    David   William  Kinkopf,   GALLAGHER   EVELIUS   &  JONES,   LLP,
    Baltimore, Maryland, for Greater Baltimore Center for Pregnancy
    Concerns,    Incorporated,    St.    Brigid’s    Roman    Catholic
    Congregation, Incorporated, Archbishop William E. Lori.         ON
    BRIEF: Stephanie Toti, Special Assistant City Solicitor, CENTER
    FOR REPRODUCTIVE RIGHTS, New York, New York, for Mayor and City
    Council   of  Baltimore,   Stephanie   Rawlings-Blake,  Mayor   of
    Baltimore, in her Official Capacity, and Oxiris Barbot,
    Baltimore City Health Commissioner.    Peter J. Basile, FERGUSON,
    SHETELICH & BALLEW, PA, Baltimore, Maryland; Steven G. Metzger,
    GALLAGHER EVELIUS & JONES, LLP, Baltimore, Maryland; Mark L.
    Rienzi, COLUMBUS SCHOOL OF LAW, Catholic University of America,
    Washington, D.C., for Greater Baltimore Center for Pregnancy
    Concerns,    Incorporated,    St.    Brigid’s    Roman    Catholic
    Congregation, Incorporated, Archbishop William E. Lori.      Maria
    T. Vullo, PAUL, WEISS, RIFKIND, WHARTON & GARRISON LLP, New
    York, New York, for Amici Curiae Law Professors in Support of
    Mayor and City Council of Baltimore, Stephanie Rawlings-Blake,
    7
    Mayor of Baltimore, in her Official Capacity, and Oxiris Barbot,
    Baltimore City Health Commissioner.        Douglas W. Baruch, FRIED,
    FRANK, HARRIS, SHRIVER & JACOBSON LLP, Washington, D.C.; Janice
    Mac Avoy, Alexander T. Korn, FRIED, FRANK, HARRIS, SHRIVER &
    JACOBSON LLP, New York, New York, for International Municipal
    Lawyers Association, Amicus Curiae in Support of Mayor and City
    Council   of    Baltimore,   Stephanie    Rawlings-Blake,   Mayor   of
    Baltimore, in her Official Capacity, and Oxiris Barbot,
    Baltimore City Health Commissioner.       Simona G. Strauss, Melissa
    D. Schmidt, SIMPSON THACHER & BARTLETT LLP, Palo Alto,
    California; Jayma M. Meyer, SIMPSON THACHER & BARTLETT LLP, New
    York, New York, for Amici Curiae Public Health Advocates in
    Support of Mayor and City Council of Baltimore, Stephanie
    Rawlings-Blake, Mayor of Baltimore, in her Official Capacity,
    and Oxiris Barbot, Baltimore City Health Commissioner. Kimberly
    A. Parker, Zaid A. Zaid, Lesley Fredin, WILMER CUTLER PICKERING
    HALE AND DORR LLP, Washington, D.C., for Catholics for Choice,
    DC Abortion Fund, Donna Edwards, Maryland Chapter for the
    National Organization for Women, Naral Pro-Choice America, Naral
    Pro-Choice Maryland, National Abortion Federation, National
    Advocates for Pregnant Women, National Asian Pacific American
    Women's Forum, Planned Parenthood of Maryland, Mike Quigley,
    Religious Coalition for Reproductive Choice, Louise Slaughter,
    Jackie Speier, Whole Woman’s Health of Baltimore, Women's Law
    Center of Maryland, Incorporated, Elijah Cummings, Amici Curiae
    in Support of Mayor and City Council of Baltimore, Stephanie
    Rawlings-Blake, Mayor of Baltimore, in her Official Capacity,
    and Oxiris Barbot, Baltimore City Health Commissioner. Anna R.
    Franzonello, Mailee R. Smith, Mary E. Harned, Denise M. Burke,
    AMERICANS UNITED FOR LIFE, Washington, D.C., for Pregnancy Care
    Organizations Care Net, Heartbeat International, Incorporated,
    National Institute of Family and Life Advocates, Rocka-My-Baby
    Pregnancy    Crisis   Center,   Bowie   Crofton    Pregnancy   Clinic,
    Incorporated, Care Net Pregnancy Center of Frederick, Care Net
    Pregnancy Center of Southern Maryland, Laurel Pregnancy Center,
    and Rockville Pregnancy Center, Incorporated, Amici Curiae in
    Support of Greater Baltimore Center for Pregnancy Concerns,
    Incorporated,     St.   Brigid’s    Roman    Catholic   Congregation,
    Incorporated, Archbishop William E. Lori.        Colby M. May, James
    Matthew Henderson, Sr., Tiffany N. Barrans, AMERICAN CENTER FOR
    LAW & JUSTICE, Washington, D.C.; Cecilia N. Heil, Erik M.
    Zimmerman, AMERICAN CENTER FOR LAW & JUSTICE, Virginia Beach,
    Virginia; Carly F. Gammill, AMERICAN CENTER FOR LAW & JUSTICE,
    Franklin, Tennessee, for American Center for Law and Justice,
    Amicus Curiae in Support of Greater Baltimore Center for
    Pregnancy Concerns, Incorporated, St. Brigid’s Roman Catholic
    Congregation, Incorporated, Archbishop William E. Lori. Matthew
    8
    S. Bowman, ALLIANCE DEFENDING FREEDOM, Washington, D.C.; Samuel
    B. Casey, David B. Waxman, JUBILEE CAMPAIGN-LAW OF LIFE PROJECT,
    Washington,   D.C.,   for   American    Association    of   Pro-Life
    Obstetricians and Gynecologists, Christian Medical & Dental
    Associations, and Catholic Medical Association, Amici Curiae in
    Support of Greater Baltimore Center for Pregnancy Concerns,
    Incorporated,   St.   Brigid’s    Roman    Catholic    Congregation,
    Incorporated, Archbishop William E. Lori.         John C. Eastman,
    CENTER FOR CONSTITUTIONAL JURISPRUDENCE, Chapman University
    School of Law, Orange, California; David T. Raimer, Noel J.
    Francisco, JONES DAY, Washington, D.C., for Amici Curiae
    Professors in Support of Greater Baltimore Center for Pregnancy
    Concerns,    Incorporated,    St.    Brigid’s      Roman    Catholic
    Congregation, Incorporated, Archbishop William E. Lori.       Steven
    W. Fitschen, THE NATIONAL LEGAL FOUNDATION, Virginia Beach,
    Virginia; John P. Tuskey, BINGHAM AND LOUGHLIN, P.C., Mishawaka,
    Indiana, for The National Legal Foundation, Amicus Curiae in
    Support of Greater Baltimore Center for Pregnancy Concerns,
    Incorporated,   St.   Brigid’s    Roman    Catholic    Congregation,
    Incorporated, Archbishop William E. Lori.
    9
    KING, Circuit Judge:
    Invoking the First Amendment, the district court fully and
    permanently       enjoined       enforcement       of     a     City    of     Baltimore
    Ordinance    requiring      limited-service        pregnancy       centers      to    post
    disclaimers       that   they     do   not    provide     or    make   referrals       for
    abortions    or    certain       birth-control     services.           The    injunction
    emanated from the court’s award of summary judgment to plaintiff
    Greater Baltimore Center for Pregnancy Concerns, Incorporated,
    on its claim that the Ordinance is facially invalid under the
    Free Speech Clause.         See O’Brien v. Mayor of Balt., 
    768 F. Supp. 2d 804
    , 812-17 (D. Md. 2011).                 Crucially, however, the summary
    judgment decision was laden with error, in that the court denied
    the   defendants        essential      discovery    and       otherwise      disregarded
    basic     rules    of    civil    procedure.        We        therefore      vacate    the
    judgment and remand for further proceedings, without comment on
    how this matter ultimately should be resolved. 1
    1
    To be clear, we vacate and remand in the appeal (No. 11-
    1111) noted by defendants Mayor and City Council of Baltimore;
    Stephanie Rawlings-Blake, in her official capacity as Mayor of
    Baltimore; and Oxiris Barbot, in her official capacity as
    Baltimore City Health Commissioner. We affirm, however, in the
    cross-appeal (No. 11-1185) of St. Brigid’s Roman Catholic
    Congregation Incorporated and Archbishop William E. Lori,
    contesting the district court’s ruling that they lack standing
    to be co-plaintiffs with the Greater Baltimore Center for
    Pregnancy Concerns. See O’Brien, 
    768 F. Supp. 2d at 811-12
    . On
    initial review by a three-judge panel of our Court, the majority
    affirmed both the district court’s summary judgment decision and
    its standing ruling.     See Greater Balt. Ctr. for Pregnancy
    (Continued)
    10
    I.
    A.
    The challenged Ordinance — City of Baltimore Ordinance 09-
    252 — was passed by the City Council on November 23, 2009, and
    approved by the Mayor on December 4, 2009.              See J.A. 25-28. 2    The
    Ordinance applies to limited-service pregnancy centers, defined
    as “any person”:
    (1)   whose primary purpose           is   to   provide   pregnancy-
    related services; and
    (2)   who:
    (I)    for a fee or as a free service,
    provides information about pregnancy-
    related services; but
    (II) does not provide or refer for:
    (A)   abortions; or
    (B)   nondirective and         comprehensive     birth-
    control services.
    Id.   at    25-26.       Under   the   Ordinance,       “[a]    limited-service
    pregnancy center must provide its clients and potential clients
    Concerns,   Inc. v. Mayor of Balt., 
    683 F.3d 539
     (4th Cir. 2012).
    The panel    opinion was subsequently vacated, however, with the
    grant of     rehearing en banc.     See Greater Balt. Ctr. for
    Pregnancy   Concerns, Inc. v. Mayor of Balt., No. 11-1111(L) (4th
    Cir. Aug.   15, 2012).
    2
    Citations herein to “J.A. __” refer to the contents of the
    Joint Appendix filed by the parties in these appeals.
    11
    with a disclaimer substantially to the effect that the center
    does not provide or make referral for abortion or birth-control
    services.”          Id. at 26.        The disclaimer is to be given by way of
    one or more signs that are “written in English and Spanish,”
    “easily       readable,”       and    “conspicuously     posted    in    the     center’s
    waiting room or other area where individuals await service.”
    Id.
    By an implementing Regulation of the Baltimore City Health
    Department,           nondirective        and       comprehensive       birth-control
    services are defined as “birth-control services which only a
    licensed healthcare professional may prescribe or provide.”                            See
    J.A.       39-40. 3     The    Regulation       specifies   that,       if   a   “center
    provides       or     refers    for    some   birth-control       services,       it   may
    indicate on the disclaimer sign what birth-control services it
    does provide and/or refer for.”                    Id. at 40.     Additionally, the
    Regulation authorizes a center to “indicate on the disclaimer
    sign that the sign is required by Baltimore City ordinance.”
    Id.
    3
    The Joint Appendix contains the original version of the
    Regulation, adopted on July 15, 2010, which indicated that
    nondirective and comprehensive birth-control services “may also
    include other birth-control services.” J.A. 39. That language
    was deleted from the Regulation on September 27, 2010, after
    being deemed problematic in the course of this litigation.
    Otherwise, there are no substantive differences between the
    original and superseding versions of the Regulation.
    12
    The    Ordinance      vests      enforcement         powers     in    the   Baltimore
    City Health Commissioner, who, upon “learn[ing] that a pregnancy
    center     is    in    violation       of    [the      Ordinance],”        must   “issue      a
    written     notice      ordering       the    center      to    correct     the   violation
    within 10 days of the notice or within any longer period that
    the Commissioner specifies in the notice.”                             J.A. 26.            If a
    center fails to comply with a violation notice, the Commissioner
    may issue an environmental or a civil citation pursuant to the
    Baltimore City Code.              Id. at 27.             The Commissioner may also
    “pursu[e]       any    other   civil        or    criminal      remedy     or   enforcement
    action authorized by law.”              Id.
    B.
    This       
    42 U.S.C. § 1983
                action     —    challenging           the
    constitutionality         of     the    Ordinance         —     was   initiated       in    the
    District of Maryland on March 29, 2010, by the Greater Baltimore
    Center for Pregnancy Concerns (the “Center”), together with St.
    Brigid’s Roman Catholic Congregation and then-Archbishop Edwin
    F. O’Brien.           The plaintiffs’ Complaint names as defendants the
    Mayor and City Council of Baltimore; Stephanie Rawlings-Blake,
    in   her    official      capacity      as       Mayor    of    Baltimore;      and   Olivia
    Farrow, in her official capacity as then-Acting Baltimore City
    Health Commissioner (collectively, the “City”).                            Since then, two
    of the parties have been succeeded:                            now-Cardinal O’Brien by
    13
    Archbishop William E. Lori, and Farrow by Baltimore City Health
    Commissioner Oxiris Barbot. 4
    1.
    The Complaint reflects that the Center qualifies under the
    Ordinance as a limited-service pregnancy center, in that it “has
    as its primary purpose providing pregnancy-related services and
    provides information about pregnancy-related services as a free
    service”; “does not refer for or provide abortions”; and “does
    not refer for, or provide information regarding birth control,
    other than natural family planning and abstinence.”                  Complaint
    ¶¶ 25-26.       The Center offers pregnancy-related services at two
    locations in Baltimore, including a space owned by St. Brigid’s
    and    the    Archbishop.      Id.   ¶¶ 10,    16-18.       According   to   the
    Complaint, the plaintiffs share sincerely held religious beliefs
    that cause them to oppose abortion and certain forms of birth
    control.       Id. ¶¶ 40-41, 43-44.         The Complaint alleges that the
    Ordinance violates the First Amendment rights of free speech,
    free       assembly,   and   free    exercise      of   religion,    plus    the
    Fourteenth       Amendment     guarantee      of    equal     protection     and
    Maryland’s      statutory    “conscience     clause,”   see   Md.   Code    Ann.,
    4
    The plaintiffs consented to dismiss without prejudice
    their claims against an additional defendant, the Baltimore City
    Health Department.   See O’Brien, 
    768 F. Supp. 2d at
    808 n.5.
    Meanwhile, the City voluntarily refrained from enforcing the
    Ordinance prior to the entry of the district court’s judgment.
    14
    Health-Gen.       § 20-214(a)(1)          (providing,       inter    alia,    that    “[a]
    person may not be required to . . . refer to any source for[]
    any    medical    procedure        that    results     in    . . .    termination        of
    pregnancy”).       The Ordinance is attached to the Complaint as its
    sole exhibit.
    On June 4, 2010, before the City even had answered the
    Complaint and when there were four days remaining for it to do
    so, the plaintiffs filed a motion for partial summary judgment
    under     Rule    56   of     the    Federal     Rules        of    Civil     Procedure.
    Specifically,       the     plaintiffs       sought     judgment      on     their    free
    speech, free assembly, and equal protection claims, contending
    that    the   Ordinance      is     unconstitutional         on     its    face    and   as
    applied    to    them.       The     plaintiffs       insisted      that     the     strict
    scrutiny standard applies and cannot be satisfied, because the
    Ordinance     fosters       viewpoint      discrimination          against    what    they
    termed    “pro-life       pregnancy       centers”    and    unjustifiably         compels
    only those centers to engage in government-mandated speech.                              The
    plaintiffs       portrayed     the    Ordinance-mandated            sign    as    ensuring
    that every conversation at a limited-service pregnancy center
    begins with the subject of abortion, and conveying the morally
    offensive message that abortion is available elsewhere and might
    be considered a good option.
    The plaintiffs supported their summary judgment motion with
    an affidavit of Carol Clews, the Center’s Executive Director,
    15
    corroborating     several         of    the        factual       allegations    in    the
    Complaint.      See J.A. 29-31 (the “Clews Affidavit” of June 3,
    2010).    The Clews Affidavit asserted that, “[i]f not required by
    law,    the   Center   would      not    post       the    disclaimer    compelled     by
    Baltimore City Ordinance 09-252.”                       Id. at 30.      The plaintiffs
    also proffered an excerpt from the “Journal of the City Council”
    reflecting that the Council rejected proposed amendments to the
    Ordinance     aimed    at   expanding         its    disclosure      requirements      to,
    e.g.,    pregnancy     centers         that    refer       for    abortions    but    not
    adoptions.     Id. at 296-99.
    On June 8, 2010, the City filed a motion to dismiss the
    Complaint in its entirety, pursuant to Federal Rule of Civil
    Procedure     12(b)(6),     for     failure        to    state   a   claim   upon    which
    relief can be granted, or alternatively to dismiss the claims of
    St. Brigid’s and the Archbishop, under Rule 12(b)(1), for lack
    of standing.     The City characterized the Ordinance as a consumer
    protection regulation, referring to evidence in the Ordinance’s
    legislative      record      showing          that       limited-service       pregnancy
    centers often engage in deceptive advertising to attract women
    seeking abortion and comprehensive birth-control services, and
    then use delay tactics to impede the women from accessing those
    services.       According      to      the    City,       limited-service      pregnancy
    centers thereby pose a threat to public health, in that the
    risks and costs of abortion increase as a woman advances through
    16
    her pregnancy, and that delays in access to the birth control of
    a woman’s choice can leave the woman vulnerable to unintended
    pregnancy and sexually transmitted diseases.
    The    parties’       respective    dispositive        motions    prompted   the
    district court to enter a Scheduling Order specifying deadlines
    for   further       related      submissions.          In    compliance     with   the
    Scheduling Order, the plaintiffs filed a response to the City’s
    motion to dismiss on July 2, 2010; the City submitted a reply
    concerning its dismissal motion, combined with a response to the
    plaintiffs’ motion for summary judgment, on July 16, 2010; and
    the   plaintiffs      filed      a   reply    with    respect    to    their   summary
    judgment motion on July 23, 2010.
    2.
    a.
    The City’s July 16, 2010 submission included four pieces of
    evidence     from     the     Ordinance’s         legislative    record     that   had
    previously been referenced in the City’s motion to dismiss.                        The
    first such piece of evidence was a July 2006 report prepared for
    Congressman     Henry       A.   Waxman      entitled       “False    and   Misleading
    Health      Information       Provided       by    Federally     Funded      Pregnancy
    Resource Centers.”           See J.A. 413-30 (the “Waxman Report”).                The
    Waxman Report concerned pro-life pregnancy centers referred to
    as “pregnancy resource centers,” and it recited, in pertinent
    part, that
    17
    [p]regnancy resource centers often mask their pro-life
    mission in order to attract “abortion-vulnerable
    clients.” This can take the form of advertising under
    “abortion services” in the yellow pages or obscuring
    the fact that the center does not provide referrals to
    abortions in the text of an advertisement.          Some
    centers   purchase   advertising   on  internet   search
    engines under keywords that include “abortion” or
    “abortion clinics.”     Other advertisements represent
    that the center will provide pregnant teenagers and
    women with an understanding of all of their options.
    For example, “Option Line,” a joint venture of
    [national     umbrella      organizations]     Heartbeat
    International and Care Net, is a 24-hour telephone
    hotline that connects pregnant teenagers and women
    with pregnancy resource centers in their communities.
    The main page of Option Line’s website states at the
    top, “Pregnant?    Need Help?    You Have Options,” but
    does not reveal that both Heartbeat International and
    Care Net represent only pro-life centers or that only
    non-abortion options will be counseled.
    Id. at 417-18 (footnotes omitted).   Otherwise, the Waxman Report
    focused on information that was provided over the telephone by
    federally funded pregnancy resource centers in fifteen states to
    investigators posing as pregnant seventeen-year-old girls.
    The City’s second piece of evidence from the Ordinance’s
    legislative history — a January 2008 report of the NARAL Pro-
    Choice Maryland Fund entitled “The Truth Revealed:       Maryland
    Crisis Pregnancy Center Investigations” — was premised on visits
    by investigators to “crisis pregnancy centers” or “CPCs” all
    located in Maryland.   See J.A. 326-412 (the “Maryland Report”).
    The Maryland Report’s findings included the following:
    Maryland Crisis Pregnancy Centers attract clients with
    their advertisements offering free pregnancy tests and
    “pregnancy options counseling.”      This is a very
    18
    appealing offer for women in a vulnerable time in
    their lives.    After providing free urine pregnancy
    tests (the kind available at any drug store), women
    are counseled with only negative information about the
    option of abortion.   They are given wildly inaccurate
    information about the physical and mental health risks
    associated with abortion, and informed only about the
    joys of parenting and adoption. If a client continues
    to consider abortion, she is given false information
    about abortion service availability and encouraged to
    delay her decision.   CPCs that offer ultrasounds and
    [sexually transmitted infection] testing are able to
    delay clients further through appointment wait times,
    while   also  gaining   a   sense   of  authority  and
    credibility in their client’s eyes as a medical
    service provider.     However, CPCs are not medical
    centers. They are operated by volunteers who are, in
    general, poorly trained in women’s reproductive health
    issues and well trained in anti-choice propaganda.
    Id. at 334.
    The City’s third and fourth pieces of evidence from the
    Ordinance’s legislative record consisted of written testimony.
    Tori McReynolds recounted that, sixteen years earlier, when she
    was   a   sixteen-year-old   girl   who    needed    to   know       if   she   was
    pregnant, her mother arranged for her to visit a limited-service
    pregnancy center in central Maryland that “was listed in the
    phone book under ‘Abortion Counseling.’”                 J.A. 261 (emphasis
    omitted).     McReynolds produced a urine sample for a pregnancy
    test “and was told that it would take about 45 minutes to know
    the result.”     Id.   During the waiting period, a woman at the
    center subjected McReynolds to anti-abortion propaganda.                        Id.
    McReynolds    testified:     “I   felt    tricked;   I    was    a    frightened
    teenager expecting a discussion about my options and instead I
    19
    was bullied by an opinionated adult twice my age.          . . .   Had my
    mother and I seen a sign at that reception desk informing us
    that we could not get referrals for abortion or birth control,
    we would have simply moved on.”       Id.
    Dr.   Jodi   Kelber-Kaye   of    the   University    of   Maryland,
    Baltimore County, testified that, “[a]s an educator of college-
    aged women,” she had “heard countless stories from students who
    go [to limited-service pregnancy centers], assuming they will
    get a full range of services and counseling and wind up feeling
    harassed, coerced, and misinformed.”         J.A. 273.    Dr. Kelber-Kaye
    also said she was “distressed by the existence of centers that,
    on purpose, appear to be medical facilities and are not staffed
    by licensed medical personnel, nor even licensed counselors.”
    Id.   “Simply put,” Kelber-Kaye concluded, “there should be truth
    in advertising and, like all consumer products, limited-service
    pregnancy centers need to be kept honest about what services
    they actually provide.”    Id.
    b.
    In addition to discussing the foregoing evidence, the City
    asserted in its July 16, 2010 submission that the plaintiffs’
    summary judgment request was premature, in that the City had not
    been afforded the opportunity to conduct discovery or to fully
    20
    develop   expert     testimony    on    key    factual   issues. 5         The   City
    contended that discovery was needed to test the veracity of the
    plaintiffs’       allegations    and   to     develop    evidence     tending      to
    refute their claims.         Pursuant to former Rule 56(f), the City
    submitted    an     affidavit    of    Special      Assistant   City       Solicitor
    Stephanie Toti, identifying issues that required discovery.                       See
    J.A. 41-43 (the “Rule 56(f) Affidavit” of July 16, 2010); see
    also Fed. R. Civ. P. 56(f) (2010) (providing that, “[i]f a party
    opposing the motion [for summary judgment] shows by affidavit
    that, for specified reasons, it cannot present facts essential
    to justify its opposition, the court may,” inter alia, “deny the
    motion” or “order a continuance to enable . . . discovery to be
    undertaken”). 6
    The Rule 56(f) Affidavit specified that the City needed “to
    conduct     discovery       concerning        the     advertising      that       the
    [plaintiff] Center and other limited-service pregnancy centers
    employ, [to] demonstrate its deceptive character.”                         J.A. 42.
    The   Affidavit      also   deemed     discovery      necessary      “to     develop
    5
    In accordance with Federal Rule of Civil Procedure
    26(d)(1), the City was constrained to respond to the plaintiffs’
    summary judgment motion without the benefit of discovery because
    the parties had not yet conferred as required by Rule 26(f).
    6
    By amendment that took effect on December 1, 2010, former
    Rule 56(f) was carried forward into subdivision (d) without
    substantial change.
    21
    factual     support     for   [the     City’s]      argument       that     the    services
    offered by [the Center] are a form of commerce, and, therefore,
    the disclaimer required by the Ordinance is commercial speech,
    subject only to rational basis scrutiny — not strict scrutiny.”
    Id.     Additionally,         the    Affidavit        maintained         that     the   City
    “require[d]      the     opportunity       to      develop    expert       testimony       to
    provide     factual     support      for     the    propositions         that     deceptive
    advertising      by     limited-service            pregnancy       centers        threatens
    public health in a variety of ways.”                    Id. at 41.         The Affidavit
    explained that one potential expert, Dr. Laurie Schwab Zabin,
    had “agreed to provide [the City] with a declaration detailing
    the   harms    that    can    result      from     delays    in    women’s        access   to
    abortion or comprehensive birth control services.”                              Id. at 42.
    Dr. Zabin had not completed her declaration, however, and was
    then abroad on vacation.            Id.
    The     Rule    56(f)   Affidavit       further       disclosed       that    another
    potential      expert,     Dr.      Robert      Blum,   had       already       provided    a
    declaration to the City, which the City in turn included in its
    July 16, 2010 submission to the district court.                           See J.A. 44-46
    (the “Blum Affidavit” of June 17, 2010).                      In his Affidavit, Dr.
    Blum, the Director of the Johns Hopkins University Urban Health
    Institute,      confirmed     that     “[p]ublic        health      is    advanced      when
    individuals are provided with complete and accurate information
    about their health care options and the availability of health
    22
    care services.        This is especially true for women who are facing
    unintended pregnancies or seeking to control their fertility.”
    Id. at 45.        The Blum Affidavit elaborated:
    Women seeking family planning services or pregnancy-
    related care are at a disadvantage relative to service
    providers in two ways.   First, providers possess more
    information than consumers. Second, providers possess
    more power than consumers.        As a result, full
    disclosure of what services a provider is offering, as
    well as what biases underlie the provision of those
    services, is needed to ensure that consumers are not
    deceived or taken advantage of; consumers are able to
    make fully informed, autonomous decisions about family
    planning or pregnancy-related care; and consumers have
    timely access to the services they seek.
    Id. at 45-46.         According to the Blum Affidavit, the Ordinance
    “serves     important     public    health      goals”    by   “provid[ing]       women
    with key information they need to make decisions about where to
    go    for   reproductive        health    care.”        Id.    at   45.     The    City
    indicated that the Blum Affidavit was representative of evidence
    it sought to develop during discovery proceedings.
    3.
    The state of the evidentiary record was discussed during a
    motions hearing conducted by the district court on August 4,
    2010.       See    J.A.   47-141.        The    City    reiterated    its   need   for
    discovery to counter the plaintiffs’ summary judgment motion,
    and   it    requested     the    opportunity       to    submit     the   Ordinance’s
    entire legislative record so that the court could “review all of
    23
    it and not just the portions that” were included in the City’s
    submission of July 16, 2010.        Id. at 127.
    For their part, the plaintiffs maintained that no discovery
    was warranted, in that the district court could apply strict
    scrutiny and “strike [the Ordinance] down on its face.”                    J.A.
    90.      In that regard, the plaintiffs asserted that the court
    could “very clearly rule as a facial matter,” looking solely to
    the Ordinance, its legislative history, and the pertinent case
    law.     Id.    According to the plaintiffs, the court would need to
    consider their as-applied challenge only if it rejected their
    facial       challenge,    and    even    then       discovery     could     be
    circumscribed.      See id. at 90-92 (explaining that the breadth of
    any discovery, including discovery into the plaintiff Center’s
    operations, “might depend on how wide [the court] feels [the
    Ordinance is] not facially invalid”).
    The     district   court   indicated    its     agreement   with    the
    plaintiffs that discovery was unnecessary for a facial review of
    the Ordinance.        See J.A. 108.       The court assured the City,
    however, that discovery would be authorized before the court
    engaged in any as-applied analysis.           Id. at 130.    In the court’s
    words, “if what [the Center] did is relevant in this case [the
    City] will have the discovery . . . .                But . . . I don’t see
    where we would advance the ball one way or the other on the
    24
    facial challenge by knowing what these particular people did.”
    Id.
    Following         the     motions        hearing,      the        City     filed     the
    Ordinance’s          entire     legislative           record,      including           written
    opinions provided to the City Council by the City Solicitor and
    Acting     Health      Commissioner          prior    to   the    Ordinance’s          passage
    vouching       for    its     legality       and     efficacy.          See     J.A.    207-08
    (October 23, 2009 letter from City Solicitor George A. Nilson
    advising       that,     because       the     Ordinance     “merely           requires    the
    disclosure of truthful, non-misleading information relevant to a
    woman’s decision to seek services at a particular location[, it]
    does not violate the 1st Amendment right to freedom of speech”);
    id.   at      209    (October     21,    2009        memorandum     of     Acting      Health
    Commissioner Olivia D. Farrow supporting the Ordinance because
    “[i]t    is    imperative       that     all    Baltimore        City    women     have   the
    ability to obtain factual and timely advice on all available
    health care options”).             Meanwhile, in response to the district
    court’s inquiry during the motions hearing about whether the
    plaintiffs might ever refer for abortion (e.g., in the case of
    incest), the plaintiffs submitted an official statement of the
    Catholic Church “affirm[ing] the moral evil of every procured
    abortion.”          Id. at 178.    The court thereafter issued its summary
    judgment decision and permanent injunction without allowing the
    City any discovery.
    
    25 C. 1
    .
    By its summary judgment decision of January 28, 2011, the
    district court determined that, because the City had submitted
    and relied upon materials beyond the plaintiffs’ Complaint —
    i.e.,      the    legislative       record        of     the     Ordinance      —     it   was
    appropriate to treat the City’s motion to dismiss as a cross-
    motion for summary judgment.                 See O’Brien, 
    768 F. Supp. 2d at
    809-10 (citing Fed. R. Civ. P. 12(d) (“If, on a motion under
    Rule    12(b)(6)       . . . ,       matters           outside     the    pleadings        are
    presented to and not excluded by the court, the motion must be
    treated as one for summary judgment under Rule 56.”)).                                     The
    court      then     rebuffed        the     City’s        request        for        discovery,
    characterizing         it     as     an     improper           “attempt        to     generate
    justifications for the Ordinance following its enactment.”                                 
    Id.
    at 810 (citing United States v. Virginia, 
    518 U.S. 515
    , 533
    (1996)).         In the court’s view, its duty was to “examine whether
    the Ordinance, on its face, is subject to, and satisfies, the
    applicable level of scrutiny” — an assessment confined to “the
    evidence relied on by the Baltimore City Council at the time the
    Ordinance was passed.”             
    Id.
    Focusing on the plaintiffs’ free speech claim and turning
    to   the    question     of    the       applicable       standard       for    its    facial
    review, the district court rejected the City’s contention that
    26
    rational      basis    scrutiny         applies      because         the    Ordinance       is
    directed at misleading commercial speech.                        See O’Brien, 
    768 F. Supp. 2d at 813-14
    .        In    doing      so,   the    court      looked      to   the
    specific      characteristics          of    the   plaintiff         Center,     which      the
    court   referred      to   as     the   “CENTER.”         For     example,       the    court
    observed that
    [t]he overall purpose of the advertisements, services,
    and information offered by the CENTER is not to
    propose a commercial transaction, nor is it related to
    the CENTER’s economic interest. The CENTER engages in
    speech relating to abortion and birth-control based on
    strongly held religious and political beliefs rather
    than commercial interests or profit motives.       The
    notion that human life must be respected and protected
    absolutely from the moment of conception is a central
    tenet of the CENTER’s belief system.
    
    Id. at 813
     (internal quotation marks omitted).                         The court deemed
    it insignificant that “[t]he CENTER offers services that have
    value in the commercial marketplace,” given that “the offering
    of   free     services     such    as       pregnancy     tests      and    sonograms        in
    furtherance of a religious mission fails to equate with engaging
    in a commercial transaction.”                 
    Id. at 813-14
     (footnote omitted).
    Indeed,      the   court   likened       the    free     services      provided        by   the
    Center with “sacramental wine, communion wafers, prayer beads,
    [and] other objects with commercial value” offered by churches
    to   their     congregants.            
    Id. at 814
    .        Tying       the   former      to
    commercial speech, the court warned, would “subject [the latter]
    to diminished constitutional protection.”                      
    Id.
    27
    In    any    event,     the    district       court      concluded       that   strict
    scrutiny would apply even if “the CENTER’s speech includes some
    commercial         elements,”        because        any     commercial        speech       “‘is
    inextricably         intertwined         with        otherwise          fully       protected
    speech.’”          O’Brien, 
    768 F. Supp. 2d at 814
     (quoting Riley v.
    Nat’l   Fed’n       of   the     Blind   of    N.C.,       Inc.,   
    487 U.S. 781
    ,     796
    (1988)).          The court explained that “[t]he dialogue between a
    limited-service pregnancy center and an expectant mother begins
    when the client or prospective client enters the waiting room of
    the center,” and that the presence of an Ordinance-mandated sign
    (as “a stark and immediate statement about abortion and birth-
    control”) would alter the course of the center’s communications
    with its clients and prospective clients.                           
    Id.
           “At the very
    least,” according to the court, “a disclaimer conspicuous to
    anyone visiting the CENTER regarding the lack of abortion and
    birth-control services, mandates the inclusion of a government
    message      concurrent,          and    intertwined            with,     [the      CENTER’s]
    delivery of fully protected speech.”                      
    Id.
    As    an    additional        reason    to    apply       strict      scrutiny,       the
    district court declared that the City “enacted the Ordinance out
    of   disagreement         with    Plaintiffs’        viewpoints         on    abortion       and
    birth-control,”          thereby     engaging       in    “a    particularly        offensive
    form    of   content-based         discrimination.”              See    O’Brien,       
    768 F. Supp. 2d at
    814-16 (citing Rosenberger v. Rector & Visitors of
    28
    the Univ. of Va., 
    515 U.S. 819
    , 829 (1995) (“The government must
    abstain   from      regulating       speech       when      the     specific       motivating
    ideology or the opinion or perspective of the speaker is the
    rationale for the restriction.”)).                         The court reasoned that,
    because   “the   Ordinance       is       applicable         only    to    those       who   will
    never provide or refer for abortion or [certain] birth-control
    services,” it must have been discriminatorily aimed at “those
    with strict moral or religious qualms regarding abortion and
    birth-control.”         Id.     at    815.             Again   raising       the       specific
    characteristics of the plaintiff Center, the court emphasized
    that “[t]he CENTER’s viewpoint, formed on the basis of sensitive
    religious,    moral,     and    political          beliefs,         is    the     overarching
    reason for its stark refusal to perform or refer for abortions
    and certain types of birth-control.”                    Id.
    Applying      strict    scrutiny,          the       district       court    recognized
    that the City was obliged to demonstrate that the Ordinance is
    “‘narrowly    tailored         to     promote          a     compelling         [G]overnment
    interest.’”      O’Brien, 
    768 F. Supp. 2d at 816
     (quoting United
    States v. Playboy Entm’t Grp., Inc., 
    529 U.S. 803
    , 813 (2000)).
    On the “compelling interest” question, the court noted that the
    Ordinance’s    legislative          record       was    “uneven       when   demonstrating
    the   depth   and    severity        of    the    problem         relating        to   limited-
    service   pregnancy      centers          and     deceptive         advertising.”            
    Id.
    Nevertheless, the court “assume[d], for purposes of discussion,
    29
    that    the       Ordinance     was     enacted       in    response         to    a    compelling
    governmental interest.”                 
    Id. at 817
    .               Such an assumption was
    appropriate         because     the     court        concluded      that      “the          Ordinance
    falls    considerably         short      of     meeting      the     ‘narrowly              tailored’
    standard.”         
    Id.
    There were two grounds for the district court’s ruling on
    the    narrow      tailoring      issue.         First,      “the       Ordinance            does   not
    provide       a     ‘carve-out’         provision          for     those      limited-service
    pregnancy         centers       which     do     not       engage       in        any       deceptive
    practices”;         rather,     “[t]he     disclaimer            requirement            is    imposed
    irrespective         of   how    forthcoming          and    transparent            a       pregnancy
    center    presents        itself.”        O’Brien,          
    768 F. Supp. 2d at 817
    .
    Second, “[i]n lieu of the disclaimer mandate of the Ordinance,
    [the City] could use or modify existing regulations governing
    fraudulent advertising to combat deceptive advertising practices
    by limited-service pregnancy centers,” or it “could enact a new
    content-neutral             advertising               ordinance              applicable              to
    noncommercial entities that directly ameliorate [its] concerns
    regarding deceptive advertising.”                     
    Id.
    Having       resolved       that        the     Ordinance         is       not        narrowly
    tailored, the district court summarized “that the Ordinance does
    not meet the strict scrutiny standard,” and, thus, “Plaintiffs
    are entitled to summary judgment with regard to their Freedom of
    30
    Speech claim.”            O’Brien, 
    768 F. Supp. 2d at 817
    . 7                     The court
    entered its permanent injunction three days later, prohibiting
    “any action to enforce Baltimore City Ordinance 09-252” on the
    premise that the Ordinance is facially unconstitutional.                                  See
    O’Brien v. Mayor of Balt., No. 1:10-cv-00760 (D. Md. Jan. 31,
    2011), ECF No. 35.
    2.
    Notably,      although       it    referred         throughout         its    summary
    judgment         decision    to    the    claims          and     contentions       of    the
    “Plaintiffs,” the district court ruled early therein that St.
    Brigid’s and the Archbishop lack standing to be co-plaintiffs
    with       the   Center.     See    O’Brien,        
    768 F. Supp. 2d at 811-12
    .
    Specifically, the court determined that St. Brigid’s and the
    Archbishop        could     not    make       the   requisite         showing       of    “the
    existence of a concrete and particularized injury in fact.”                               
    Id.
    at 811 (citing Lujan v. Defenders of Wildlife, 
    504 U.S. 555
    , 560
    (1992) (outlining the three elements of standing, including “an
    injury in fact” that is “concrete and particularized,” as well
    as “actual or imminent” (internal quotation marks omitted))).
    The    court      explained       that    —    because          St.   Brigid’s      and    the
    7
    In view of its summary judgment award on the free speech
    claim, the district court deemed the Complaint’s other claims to
    be moot and dismissed them without prejudice. See O’Brien, 
    768 F. Supp. 2d at 817-18
     (addressing free assembly, free exercise,
    equal protection, and Maryland conscience clause claims).
    31
    Archbishop simply allow the Center to use a portion of their
    facilities free of charge, and do not themselves operate any
    limited-service         pregnancy      center       —    they      are   not    subject     to
    either the requirements or penalties set forth in the Ordinance.
    
    Id.
          Moreover,       the   court     found        “speculative,        at    best,     the
    contention that a sign required by the Ordinance on the CENTER’s
    wall     will    be     attributed       to     the     landlord.”             
    Id. at 812
    (elaborating that “the sign refers to the services provided by
    the CENTER and would have no reference to the owner of the
    building in which the CENTER operates”).
    Accordingly, the district court granted in part the City’s
    dismissal motion, dismissing the claims made by St. Brigid’s and
    the Archbishop for lack of standing.                     See O’Brien, 
    768 F. Supp. 2d at 812
    .       Nevertheless, the court permitted St. Brigid’s and
    the    Archbishop       to   participate        in      the   proceedings        as    amicus
    curiae     and        persisted     in        referring       to     the       “Plaintiffs”
    collectively.         
    Id.
    D.
    The parties timely noted these cross-appeals, invoking our
    jurisdiction under 
    28 U.S.C. § 1291
    .                     As explained below, in the
    City’s    appeal,       we   vacate      the    district        court’s    judgment        and
    remand for further proceedings on the claims asserted by the
    Center.     In the cross-appeal of St. Brigid’s and the Archbishop,
    32
    we affirm the court’s dismissal of their claims for lack of
    standing.
    II.
    The City points to a multitude of flaws in the summary
    judgment decision, going so far as to contend that we should
    direct a final judgment in the City’s favor.                     We refrain today
    from    evaluating    the      ultimate    merits     of   the   Center’s     claims,
    however, focusing instead on the preliminary errors made by the
    district court as it rushed to summary judgment.                       Those errors
    include the court’s denial to the City of essential discovery,
    its refusal to view in the City’s favor what evidence there is,
    and its verboten factual findings, many premised on nothing more
    than its own supposition.            In these circumstances, it is fitting
    to simply vacate and remand for properly conducted proceedings.
    A.
    Chief among its errors was the district court’s award of
    summary judgment to the Center without allowing the City any
    discovery.     As     a   general     proposition,         “summary    judgment    is
    appropriate only after ‘adequate time for discovery.’”                      Evans v.
    Techs. Applications & Serv. Co., 
    80 F.3d 954
    , 961 (4th Cir.
    1996)    (quoting    Celotex      Corp.    v.     Catrett,    
    477 U.S. 317
    ,   322
    (1986)).      Discovery         is   usually       essential     in    a   contested
    proceeding    prior       to     summary        judgment     because   “[a]    party
    33
    asserting that a fact . . . is genuinely disputed must support
    the assertion by,” inter alia, “citing to particular parts of
    materials     in    the   record,    including    depositions,   documents,
    electronically stored information, affidavits or declarations,
    stipulations . . . , admissions, interrogatory answers, or other
    materials.”        Fed. R. Civ. P. 56(c)(1)(A).        Obviously, “by its
    very    nature,     the   summary    judgment    process   presupposes    the
    existence of an adequate record.”           Doe v. Abington Friends Sch.,
    
    480 F.3d 252
    , 257 (3d Cir. 2007).               A district court therefore
    “must refuse summary judgment ‘where the nonmoving party has not
    had the opportunity to discover information that is essential to
    [its] opposition.’”        Nader v. Blair, 
    549 F.3d 953
    , 961 (4th Cir.
    2008)   (alteration       in   original)   (quoting   Anderson   v.   Liberty
    Lobby, Inc., 
    477 U.S. 242
    , 250 n.5 (1986)).
    We review for abuse of discretion a district court’s denial
    of discovery prior to ruling on a summary judgment motion.                 See
    Nguyen v. CNA Corp., 
    44 F.3d 234
    , 242 (4th Cir. 1995).                    “Of
    course, a district court by definition abuses its discretion
    when it makes an error of law.”            Rice v. Rivera, 
    617 F.3d 802
    ,
    811 (4th Cir. 2010) (internal quotation marks omitted).                  Here,
    the district court’s rationale for denying the City its right to
    discovery was patently erroneous.
    34
    1.
    The City took “the proper course” when it filed the Rule
    56(f)    Affidavit,      “stating      that     it   could     not    properly        oppose
    . . . summary judgment without a chance to conduct discovery.”
    See Harrods Ltd. v. Sixty Internet Domain Names, 
    302 F.3d 214
    ,
    244 (4th Cir. 2002) (internal quotation marks omitted) (deeming
    summary judgment award premature where, inter alia, court made
    its   award    only     six    weeks    after     complaint       was    filed,      before
    significant discovery).           Such a request is “broadly favored and
    should   be    liberally       granted    because     the      rule     is    designed   to
    safeguard non-moving parties from summary judgment motions that
    they cannot adequately oppose.”                  Raby v. Livingston, 
    600 F.3d 552
    , 561 (5th Cir. 2010) (internal quotation marks omitted);
    accord Harrods Ltd., 
    302 F.3d at
    245 n.18.
    It is no justification for the district court’s denial of
    discovery that the court first converted the City’s motion to
    dismiss into a cross-motion for summary judgment.                            There are two
    requirements for a proper Rule 12(d) conversion.                             The first is
    that “all parties be given some indication by the court that it
    is    treating    the     12(b)(6)       motion      as    a   motion         for    summary
    judgment”; such notice exists, e.g., “[w]hen a party is aware
    that material outside the pleadings is before the court.”                                Gay
    v. Wall, 
    761 F.2d 175
    , 177 (4th Cir. 1985) (alterations and
    internal      quotation       marks    omitted).          Here,   the        court   deemed
    35
    conversion appropriate because the City had submitted and relied
    upon    materials      that     the     court      believed         to    be     beyond        the
    plaintiffs’         Complaint       —      specifically,            portions           of      the
    legislative record of the Ordinance.                       The City had alerted the
    court   to    precedent,        however,       that      “[f]or         purposes       of     Rule
    12(b)(6),     the    legislative        history       of    an    ordinance           is    not    a
    matter beyond the pleadings but is an adjunct to the ordinance
    which   may    be    considered       by   the     court     as     a    matter       of     law.”
    Anheuser-Busch, Inc. v. Schmoke, 
    63 F.3d 1305
    , 1312 (4th Cir.
    1995), vacated on other grounds, 
    517 U.S. 1206
    , readopted with
    modifications by 
    101 F.3d 325
     (4th Cir. 1996).
    Even more damaging to the district court’s summary judgment
    decision, the second requirement for proper conversion of a Rule
    12(b)(6)      motion    is    that      the    parties       first        “be    afforded          a
    reasonable opportunity for discovery.”                          Gay, 
    761 F.2d at 177
    (internal     quotation       marks     omitted);          accord       E.I.     du    Pont       de
    Nemours & Co. v. Kolon Indus., Inc., 
    637 F.3d 435
    , 450 (4th Cir.
    2011)   (relying       on    Gay     for   conclusion            that,     because          record
    indicated     that     parties     had     not     had     “opportunity          to        conduct
    reasonable     discovery,”         court      would      have     erred     by     converting
    dismissal motion to one for summary judgment).                                  Indeed, Rule
    12(d) itself prescribes the same discovery required by our case
    law.    See Fed. R. Civ. P. 12(d) (instructing that, when a Rule
    12(b)(6) motion is treated as a summary judgment motion, “[a]ll
    36
    parties must be given a reasonable opportunity to present all
    the material that is pertinent to the motion”).
    2.
    Despite      the     foregoing     authorities,       the    district       court
    denied the City discovery on the theory that, because the Center
    was pursuing a facial challenge to the Ordinance, discovery was
    not warranted.            In the First Amendment context, there are two
    ways for a plaintiff to mount a facial challenge to a statute.
    First,      the     plaintiff      may     demonstrate       “that     no     set    of
    circumstances exists under which [the law] would be valid, or
    that   the    [law]    lacks     any    plainly    legitimate      sweep.”     United
    States v. Stevens, 
    130 S. Ct. 1577
    , 1587 (2010) (citations and
    internal quotation marks omitted).                    Second, the plaintiff may
    show that the law is “overbroad [because] a substantial number
    of its applications are unconstitutional, judged in relation to
    the    statute’s       plainly     legitimate         sweep.”        
    Id.
         (internal
    quotation marks omitted).               In this case, however, the district
    court did not fairly examine whether the Ordinance is invalid in
    all or even a substantial number of its applications.                          Rather,
    the district court merely accepted the Center’s description of
    itself,      and   then     assumed     that    all   limited-service        pregnancy
    centers share the Center’s self-described characteristics.
    In    effect,        by   focusing       almost      exclusively       on     the
    Ordinance’s        application     to     the     Center,    the    district       court
    37
    conducted an as-applied analysis, rather than a facial review.
    But to properly employ an as-applied analysis, the court was
    obliged to first afford the City discovery.                  See Richmond Med.
    Ctr. for Women v. Herring, 
    570 F.3d 165
    , 172 (4th Cir. 2009) (en
    banc) (explaining that as-applied challenges, i.e., those “based
    on a developed factual record and the application of a statute
    to a specific person,” entail “case-by-case analyses”).                        The
    court acknowledged as much during its August 4, 2010 motions
    hearing, when it recognized that discovery proceedings would be
    necessary to properly evaluate an as-applied challenge to the
    Ordinance.     See J.A. 130 (promising that “if what [the Center]
    did   is   relevant    in     this   case     [the   City]     will    have    the
    discovery”);     see   also    id.   at     127-28    (explaining      that    the
    plaintiffs would not presently be entitled to summary judgment
    “if I’m concerned about what their individual status is”).
    Furthermore, the City was also entitled to discovery as a
    precursor to any true facial analysis.               In the circumstances of
    the   Center’s   facial     challenge,      the   district    court    could   not
    properly evaluate the Ordinance’s validity in all or most of its
    applications     without      evidence       concerning      the      distinctive
    characteristics of Baltimore’s various limited-service pregnancy
    centers.     Cf. Free Speech Coal., Inc. v. Att’y Gen. of the U.S.,
    
    677 F.3d 519
    , 538 (3d Cir. 2012) (concluding that the district
    court erred in dismissing a First Amendment facial claim without
    38
    the factual record needed to “intelligently weigh the legitimate
    versus problematic applications of the [challenged statutes]”).
    Thus, regardless of the type of analysis utilized — facial or
    as-applied     —     the    court     abused     its   discretion      by    failing     to
    recognize and honor the City’s right to discovery.
    3.
    The    district       court     further       abused     its    discretion       by
    restricting        its      analysis      to     the    legislative         record      and
    dismissing the City’s discovery request as a forbidden post-
    enactment effort to justify the Ordinance.                      The court relied on
    the Supreme Court’s decision in United States v. Virginia, 
    518 U.S. 515
    ,    533       (1996),    for    the    proposition        that    the   City’s
    justification        cannot    be     “invented        post   hoc     in    response     to
    litigation.”         The    City,     however,     sought     only    to    augment     the
    record with evidence to support its existing justification — not
    to invent a new one.               As we have previously observed, “courts
    have    routinely          admitted       evidence      . . .    to        supplement     a
    legislative     record        or    explain      the    stated      interests      behind
    challenged regulations.”              11126 Balt. Blvd. v. Prince George’s
    Cnty., Md., 
    886 F.2d 1415
    , 1425 (4th Cir. 1989), vacated on
    other grounds, 
    496 U.S. 901
     (1990).                      Although “‘supplemental’
    materials cannot sustain regulations where there is no evidence
    in the pre-enactment legislative record,” 
    id.,
     that simply is
    not the case here.
    39
    B.
    In addition to indefensibly denying the City discovery, the
    district court flouted the well-known and time-tested summary
    judgment standard.               Under that standard, summary judgment is
    appropriate        only    if,    as   Rule    56       is    currently       written,     “the
    movant shows that there is no genuine dispute as to any material
    fact and the movant is entitled to judgment as a matter of law.”
    Fed. R. Civ. P. 56(a).                 It is elementary that, when a court
    considers a summary judgment motion, “[t]he evidence of the non-
    movant is to be believed, and all justifiable inferences are to
    be   drawn    in     his   favor.”         Liberty           Lobby,    477    U.S.   at    255.
    Moreover,     “the    judge’s       function       is    not     himself      to   weigh    the
    evidence and determine the truth of the matter but to determine
    whether there is a genuine issue for trial.”                              Id. at 249; see
    also Redd v. N.Y. State Div. of Parole, 
    678 F.3d 166
    , 174 (2d
    Cir. 2012) (“The court’s role in deciding a motion for summary
    judgment is to identify factual issues, not to resolve them.”
    (emphasis and internal quotation marks omitted)); PHP Healthcare
    Corp. v. EMSA Ltd. P’ship, 
    14 F.3d 941
    , 944 n.3 (4th Cir. 1993)
    (“By   definition,         no    findings     of    material          facts   that   were    in
    genuine      issue    are       possible      in    granting          summary      judgment.”
    (internal quotation marks omitted)).
    We review an award of summary judgment de novo, guided by
    the same legal principles that were applicable below.                                See News
    40
    & Observer Publ’g Co. v. Raleigh-Durham Airport Auth., 
    597 F.3d 570
    , 576 (4th Cir. 2010).             Heeding those principles, we conclude
    that summary judgment was inappropriate on the present record.
    1.
    The district court’s denial of discovery and failure to
    adhere to the summary judgment standard marred its assessment
    of, inter alia, the City’s contention that the Ordinance targets
    misleading commercial speech and thus is subject to rational
    basis (rather than strict) scrutiny.                     While the strict scrutiny
    standard      generally         applies      to        content-based        regulations,
    including compelled speech, see Turner Broad. Sys., Inc. v. FCC,
    
    512 U.S. 622
    ,   641-42      (1994),      less-demanding          standards        apply
    where   the     speech      at       issue        is    commercial.            Disclosure
    requirements     aimed     at    misleading        commercial       speech      need    only
    survive rational basis scrutiny, by being “reasonably related to
    the   State’s    interest       in   preventing          deception     of      consumers.”
    Zauderer v. Office of Disciplinary Counsel of the Supreme Court,
    
    471 U.S. 626
    , 651 (1985) (explaining that, “because disclosure
    requirements     trench      much     more        narrowly     on    an     advertiser’s
    interests     than   do    flat      prohibitions         on   speech,      warnings     or
    disclaimers     might      be     appropriately           required        in    order     to
    dissipate the possibility of consumer confusion or deception”
    (alterations     and      internal     quotation         marks      omitted));      accord
    41
    Milavetz, Gallop & Milavetz, P.A. v. United States, 
    130 S. Ct. 1324
    , 1339-40 (2010). 8
    a.
    Although   it   may   not   ultimately   prove   meritorious,   the
    City’s commercial speech theory should not have been so easily
    dismissed by the district court.        Under that theory, a limited-
    service pregnancy center
    proposes a commercial transaction every time it offers
    to provide commercially valuable goods and services,
    such as pregnancy testing, sonograms, or options
    counseling, to a consumer. Such an offer may take the
    form of an advertisement in the phone book, on the
    internet, or on a sign above the [center’s] door. It
    may also take the form of an oral solicitation from a
    [center] staff member to a consumer. The City Council
    received evidence that many [centers] intentionally
    mislead consumers about the scope of services they
    offer to obtain the patronage of those seeking
    abortion and comprehensive birth control services.
    The Ordinance regulates a [center’s] offer to provide
    services to consumers by making clear that the offer
    does not include abortion and comprehensive birth
    control services.
    Reply Br. of Appellants 9-10 (citations omitted).
    8
    While   disclosure  requirements  aimed   at   misleading
    commercial speech are subject to the rational basis test,
    “restrictions on nonmisleading commercial speech regarding
    lawful activity must withstand intermediate scrutiny — that is,
    they must ‘directly advanc[e]’ a substantial governmental
    interest and be ‘n[o] more extensive than is necessary to serve
    that interest.’”   Milavetz, 
    130 S. Ct. at 1339
     (alterations in
    original) (quoting Cent. Hudson Gas & Elec. Corp. v. Pub. Serv.
    Comm’n of N.Y., 
    447 U.S. 557
    , 566 (1980)).      Because the City
    contends that the Ordinance regulates misleading commercial
    speech, our focus is on the potential applicability of rational
    basis scrutiny.
    42
    The    threshold       question       presented       is    whether     the    speech
    regulated       by    the     Ordinance         is   actually       commercial.           That
    analysis      is     fact-driven,      due      to   the   inherent       “difficulty       of
    drawing bright lines that will clearly cabin commercial speech
    in a distinct category.”                See City of Cincinnati v. Discovery
    Network, Inc., 
    507 U.S. 410
    , 419 (1993).                           On one occasion, in
    Central Hudson Gas & Electric Corp. v. Public Service Commission
    of    New    York,    the    Supreme     Court       defined      commercial    speech      as
    “expression        related     solely      to    the   economic       interests      of    the
    speaker and its audience.”                 
    447 U.S. 557
    , 561 (1980).                 But the
    Court has noted that commercial speech is “usually defined as
    speech that does no more than propose a commercial transaction.”
    United States v. United Foods, Inc., 
    533 U.S. 405
    , 409 (2001);
    see also Bd. of Trs. of the State Univ. of N.Y. v. Fox, 
    492 U.S. 469
    ,        473-74     (1989)     (pronouncing             “propose       a     commercial
    transaction” to be “the test for identifying commercial speech”
    (emphasis added)).            The Court has also described the proposal of
    a    commercial       transaction      —     e.g.,     “‘I     will    sell    you    the    X
    prescription drug at the Y price,’” Va. State Bd. of Pharmacy v.
    Va. Citizens Consumer Council, 
    425 U.S. 748
    , 761 (1976) — as
    “the core notion of commercial speech.”                        Bolger v. Youngs Drug
    Prods. Corp., 
    463 U.S. 60
    , 66 (1983).                          The City insists that
    limited-service           pregnancy     center       advertising      easily     satisfies
    the    “propose       a     commercial     transaction”           test.       See    Br.    of
    43
    Appellants 22 (“When a [center] proposes that a woman patronize
    its    establishment       for     the    purpose      of    obtaining         commercially
    valuable     goods     and       services[,]        . . .        it     is     proposing       a
    commercial transaction.”).
    Nevertheless,       even    where      speech    “cannot         be     characterized
    merely as proposals to engage in commercial transactions,” the
    speech may     yet    be    deemed       commercial;        in    that       event,    “proper
    classification       as     commercial        or    noncommercial             speech        . . .
    presents a closer question.”                 Bolger, 
    463 U.S. at 66
    ; see also
    Adventure Commc’ns, Inc. v. Ky. Registry of Election Fin., 
    191 F.3d 429
    , 440 (4th Cir. 1999) (“In the abstract, the definition
    of commercial speech appears to be fairly straightforward, if
    somewhat    circular:         it    is    speech    that     proposes          a   commercial
    transaction.          In     practice,        however,           application          of    this
    definition     is    not     always      a    simple    matter.”          (citations          and
    internal     quotation      marks     omitted)).            From       Bolger,       courts    of
    appeals     have    gleaned      “three      factors    to       consider       in    deciding
    whether     speech     is     commercial:              (1)        is     the       speech      an
    advertisement; (2) does the speech refer to a specific product
    or service; and (3) does the speaker have an economic motivation
    for the speech.”          U.S. Healthcare, Inc. v. Blue Cross of Greater
    Phila., 
    898 F.2d 914
    , 933 (3d Cir. 1990) (citing Bolger, 
    463 U.S. at 66-67
    );    accord,       e.g.,     Spirit       Airlines,         Inc.     v.    U.S.
    Dep’t of Transp., 
    687 F.3d 403
    , 412 (D.C. Cir. 2012); United
    44
    States v. Benson, 
    561 F.3d 718
    , 725 (7th Cir. 2009); Adventure
    Commc’ns, 
    191 F.3d at 440-41
    .            While “[t]he combination of all
    these   characteristics       . . .    provides      strong    support   for    the
    . . .   conclusion     that    [speech    is]    properly      characterized     as
    commercial speech,” Bolger, 
    463 U.S. at 67
    , it is not necessary
    that each of the characteristics “be present in order for speech
    to be commercial,” 
    id.
     at 67 n.14.
    Here, the district court abruptly concluded, “[u]nder both
    Bolger and Central Hudson,” that “the speech regulated by the
    Ordinance is not commercial speech.”                 O’Brien, 
    768 F. Supp. 2d at 813
    .      Focusing on the plaintiff Center, the court reasoned
    that “[t]he overall purpose of the advertisements, services, and
    information offered by the CENTER is not to propose a commercial
    transaction,     nor   is     it    related     to    the     CENTER’s   economic
    interest.”     
    Id.
         Rather, the court determined, “[t]he CENTER
    engages in speech relating to abortion and birth-control based
    on strongly held religious and political beliefs rather than
    commercial interests or profit motives.”                 
    Id.
     (citing official
    statement of Catholic Church).
    Ruling    thusly,   the       district   court    accepted    as    fact   the
    Center’s assertion that its motives are entirely religious or
    political.     But that assertion was not at all undisputed.                Thus,
    discovery is needed to substantiate, inter alia, whether the
    Center possesses economic interests apart from its ideological
    45
    motivations.      Such discovery is “especially important” where, as
    here, “the relevant facts are exclusively in the control of the
    [summary judgment movant]” or the “case involves complex factual
    questions about intent and motive.”           See Harrods Ltd., 
    302 F.3d at 247
    . 9
    In any event, the potential commercial nature of speech
    does not hinge solely on whether the Center has an economic
    motive,     as   even   Bolger   does   not   preclude   classification   of
    speech as commercial in the absence of the speaker’s economic
    motivation.       See 
    463 U.S. at
    67 n.14.         Because the Ordinance
    compels a disclaimer, the “lodestars in deciding what level of
    scrutiny to apply . . . must be the nature of the speech taken
    9
    Even though the Center has averred that it does not charge
    women for its services, inquiring into the Center’s potential
    profit motives may not be a futile endeavor.        We know that
    nonprofit entities with religious or political motives can
    engage in commerce.    See Camps Newfound/Owatonna, Inc. v. Town
    of Harrison, Me., 
    520 U.S. 564
    , 573 (1997) (“Even though
    petitioner’s camp does not make a profit, it is unquestionably
    engaged in commerce, not only as a purchaser, but also as a
    provider of goods and services.” (citations omitted)); Va.
    Vermiculite, Ltd. v. W.R. Grace & Co.-Conn., 
    156 F.3d 535
    , 541
    (4th Cir. 1998) (explaining that nonprofit land preservation
    organization’s acceptance of land donation “was fundamentally
    commercial”).     Furthermore, although outwardly the Center
    appears to be driven by religious purposes only, certain
    operational intricacies may prove otherwise.     For example, as
    another court observed in a similar case at the preliminary
    injunction stage, if the Center were “referring women to pro-
    life doctors in exchange for ‘charitable’ contributions, the
    analysis could change.”    See Evergreen Ass’n, Inc. v. City of
    N.Y., 
    801 F. Supp. 2d 197
    , 206 n.5 (S.D.N.Y. 2011).
    46
    as a whole and the effect of the compelled statement thereon.”
    Riley v. Nat’l Fed’n of the Blind of N.C., Inc., 
    487 U.S. 781
    ,
    796 (1988).       In other words, context matters.                       From a First
    Amendment   free     speech      perspective,      that    context       includes    the
    viewpoint of the listener, for “[c]ommercial expression not only
    serves the economic interest of the speaker, but also assists
    consumers   and    furthers        the   societal   interest        in    the   fullest
    possible dissemination of information.”                   See Cent. Hudson, 
    447 U.S. at 561-62
    ; see also Va. State Bd. of Pharmacy, 
    425 U.S. at 756
       (“Freedom    of     speech    presupposes     a     willing      speaker.      But
    where a speaker exists . . . the protection afforded is to the
    communication,       to    its     source    and   to     its   recipients        both.”
    (footnote omitted)).
    The Supreme Court of North Dakota employed just such an
    analysis in Fargo Women’s Health Organization, Inc. v. Larson,
    
    381 N.W.2d 176
          (N.D.),     cert.    denied,    
    476 U.S. 1108
       (1986).
    There, the plaintiffs alleged that the defendant Help Clinic,
    “through false and deceptive advertising and related activity,
    misleads persons into believing that abortions are conducted at
    the clinic with the intent of deceptively luring those persons
    to the clinic to unwittingly receive anti-abortion propaganda.”
    Id. at 177.       The trial court entered a preliminary injunction
    barring   “all     deceptive       advertising      and    related       solicitation
    practices,” and the Help Clinic appealed.                   Id.     Notwithstanding
    47
    the    Help        Clinic’s    assertion         “that   its     communication         is    not
    commercial          speech    because       no    financial      charges     are      assessed
    against persons receiving services from the clinic,” the state
    supreme        court       deemed         the    clinic’s       advertisements         to     be
    commercial speech.                 Id. at 180-81.             The court explained that
    “the degree, if any, that monies are received by the Help Clinic
    from its clients [is not] dispositive [of the commercial speech
    issue].”       Id. at 180.           It was “[m]ore important[]” to the court
    that        “the    Help      Clinic’s          advertisements      are      placed     in     a
    commercial context and are directed at the providing of services
    rather than toward an exchange of ideas.”                              Id. at 181.           “In
    effect,” the court concluded, “the Help Clinic’s advertisements
    constitute          promotional       advertising        of    services      through    which
    patronage          of   the   clinic       is    solicited,      and    in   that      respect
    constitute classic examples of commercial speech.”                           Id. 10
    In     contrast        to    the    preliminary        injunction      at   issue      in
    Larson, our review today is of a permanent injunction entered in
    10
    The Larson decision, though certainly not binding here,
    illuminates the potential inefficacy of the analogy drawn by the
    district   court   between  the   Center’s  free   services  and
    “sacramental wine, communion wafers, prayer beads, [and] other
    objects with commercial value” offered by churches to their
    congregants.   See O’Brien, 
    768 F. Supp. 2d at 814
    .   Unlike the
    latter, the former are alleged by the City to be the subject of
    advertisements “placed in a commercial context,” “directed at
    the providing of services rather than toward an exchange of
    ideas,” and designed to solicit patronage of the Center.     See
    Larson, 
    381 N.W.2d at 181
    .
    48
    the   absence   of    a   fully   developed      record.      Without   all   the
    pertinent evidence — including evidence concerning the Center’s
    economic motivation (or lack thereof) and the scope and content
    of its advertisements — we cannot properly analyze the speech
    regulated by the Ordinance.         Cf. Milavetz, 
    130 S. Ct. at 1344-45
    (Thomas, J., concurring in part and concurring in the judgment)
    (“[B]ecause     no    record    evidence    of    Milavetz’s    advertisements
    exists to guide our review, we can only speculate about the ways
    in    which   the    [disclosure    requirement]      might    be   applied   to
    Milavetz’s speech.”).          Put succinctly, the district court should
    have likewise refrained from immediately deciding the commercial
    speech issue. 11
    11
    Although discovery is needed before this matter can be
    fairly decided, the existing record is not devoid of relevant
    evidence.    For example, the Maryland Report included in the
    Ordinance’s legislative record contains an online advertisement
    for Option Line, the “live contact center” co-established by
    national umbrella organizations Heartbeat International and Care
    Net that “provides 24/7 assistance to women and girls seeking
    information about pregnancy resources.”             J.A. 381.       The
    advertisement    states,   inter     alia,     that    Option    Line’s
    “consultants will connect you to nearby pregnancy centers that
    offer the following services”:          “Free pregnancy tests and
    pregnancy   information”;    “Abortion    and   Morning    After   Pill
    information, including procedures and risks”; “Medical services,
    including    STD   tests,     early    ultrasounds     and    pregnancy
    confirmation”; and “Confidential pregnancy options.”                
    Id.
    (emphasis omitted). The City characterizes the advertisement as
    deceptive, because it “does not indicate that the ‘medical
    services’ and ‘confidential pregnancy options’ offered by the
    centers   exclude   abortion    and   comprehensive     birth   control
    services.”     Br. of Appellants 8.          Additionally, the City
    connects the advertisement to the plaintiff Center and several
    (Continued)
    49
    b.
    The district court’s hasty decision cannot be excused by
    its ruling that any commercial speech regulated by the Ordinance
    “‘is   inextricably      intertwined      with    otherwise     fully   protected
    speech,’” thus triggering strict scrutiny.               See O’Brien, 
    768 F. Supp. 2d at 814
     (quoting Riley, 
    487 U.S. at 796
    ).                       The Riley
    decision     addressed    the     constitutionality     of    North     Carolina’s
    “requirement that professional fundraisers disclose to potential
    donors, before an appeal for funds, the percentage of charitable
    contributions collected during the previous 12 months that were
    actually turned over to charity.”                
    487 U.S. at 795
    .       Defending
    that statutory provision, the State argued that it “regulates
    only    commercial       speech     because      it   relates    only        to    the
    professional      fundraiser’s           profit       from      the     solicited
    contribution.”     
    Id.
         The Supreme Court assumed “that such speech
    in the abstract is indeed merely ‘commercial,’” but concluded
    that   the   speech   loses       “its   commercial    character      when    it    is
    inextricably intertwined with otherwise fully protected speech,”
    i.e., the informative and persuasive aspects of the fundraiser’s
    solicitation.     
    Id. at 796
    .
    other Baltimore limited-service pregnancy centers, in that each
    is an affiliate of Heartbeat International or Care Net.     See
    J.A. 228, 241.
    50
    Equating           Baltimore’s         Ordinance            with      the      statutory
    requirement at issue in Riley, the district court relied on its
    own speculative finding that “[t]he dialogue between a limited-
    service pregnancy center and an expectant mother begins when the
    client    or     prospective       client      enters      the      waiting     room     of    the
    center.”       See O’Brien, 
    768 F. Supp. 2d at 814
    .                        Furthermore, the
    court prematurely          and     perhaps      inaccurately           characterized          that
    disclaimer as “a stark and immediate statement about abortion
    and birth-control,” i.e., a declaration that abortion and birth
    control are morally acceptable options.                       
    Id.
    Significantly, discovery could refute the district court’s
    factual    assumptions.             Discovery          might      also     show    that        any
    commercial       aspects     of     a     limited-service              pregnancy       center’s
    speech     are     not     “inextricably             intertwined”        with     its        fully
    protected noncommercial speech.                      See Hunt v. City of L.A., 
    638 F.3d 703
    , 715 (9th Cir. 2011) (“[W]here the two components of
    speech    can     be     easily    separated,          they     are     not    ‘inextricably
    intertwined.’” (citing Fox, 
    492 U.S. at 473-74
     (concluding that
    commercial       speech     aspect        of        “Tupperware        parties”        was    not
    inextricably intertwined with noncommercial instruction on home
    economics))).             That     is,    a     fully       developed          record        could
    demonstrate       that     “[n]othing          in    the   [Ordinance]           prevents       [a
    center]    from     conveying,       or     the      audience       from      hearing,       . . .
    noncommercial          messages,    and     nothing        in    the    nature     of    things
    51
    requires them to be combined with commercial messages.”                                    See
    Fox, 
    492 U.S. at 474
    .                In those circumstances, the rational
    basis test would be the applicable one.
    2.
    The      district       court      further        erred     in      precipitately
    concluding       that    the     Ordinance        is   an   exercise       of     viewpoint
    discrimination       —     the     court’s      additional        basis    for     applying
    strict    scrutiny.        See     Sons    of     Confederate      Veterans,       Inc.     v.
    Comm’r of the Va. Dep’t of Motor Vehicles, 
    288 F.3d 610
    , 616 n.4
    (4th     Cir.    2002)     (“The    Supreme       Court     has    indicated        that    a
    viewpoint-based restriction of private speech rarely, if ever,
    will withstand strict scrutiny review.” (citing R.A.V. v. City
    of St. Paul, Minn., 
    505 U.S. 377
    , 395-96 (1992))).                            That is, the
    court     merely    surmised        that     the       Ordinance       must      have    been
    discriminatorily aimed at pregnancy centers “with strict moral
    or     religious    qualms       regarding        abortion       and    birth-control,”
    premised on its assumption that only those centers would never
    provide or refer for abortion or birth control.                               See O’Brien,
    
    768 F. Supp. 2d at 815
    .             But see Madsen v. Women’s Health Ctr.,
    Inc., 
    512 U.S. 753
    , 762-63 (1994) (explaining, in declining to
    apply strict scrutiny to “an injunction that restricts only the
    speech    of    antiabortion       protestors,”         that     “the     fact    that     the
    injunction covered people with a particular viewpoint does not
    itself render the injunction content or viewpoint based”).
    52
    The district court failed to view the legislative record in
    the    light    most    favorable        to    the    City,       and   thus    to     credit
    evidence for summary judgment purposes that the Ordinance was
    enacted to counteract deceptive advertising and promote public
    health.     Moreover, the court ignored the possibility that there
    may    be   limited-service         pregnancy        centers       with   no    “moral    or
    religious qualms regarding abortion and birth-control,” and who
    refrain     from    providing       or    referring         for    abortion      or    birth
    control for other reasons.
    Finally, applying strict scrutiny, the district court erred
    by    determining      that   the     Ordinance        is    not    narrowly      tailored
    because “a less restrictive alternative would serve the [City’s]
    purpose.”       See United States v. Playboy Entm’t Grp., Inc., 
    529 U.S. 803
    , 813 (2000).          Even if strict scrutiny proves to be the
    applicable standard, the City must be accorded the opportunity
    to    develop    evidence     relevant         to    the    compelling      governmental
    interest    and    narrow     tailoring        issues,       including,        inter    alia,
    evidence       substantiating       the       efficacy       of     the    Ordinance      in
    promoting      public   health,      as       well   as     evidence      disproving      the
    effectiveness of purported less restrictive alternatives to the
    Ordinance’s disclaimer.          See 
    id. at 816
     (“When a plausible, less
    restrictive      alternative     is      offered      to     a    content-based        speech
    restriction, it is the Government’s obligation to prove that the
    alternative will be ineffective to achieve its goals.”).
    53
    C.
    In   sum,          under     the    Federal      Rules   of   Civil       Procedure        and
    controlling precedent, it was essential to the City’s opposition
    to the Center’s summary judgment motion — and to a fair and
    proper exercise of judicial scrutiny — for the district court to
    have awaited discovery and heeded the summary judgment standard.
    Meanwhile,        the        court        could    have    averted     any       constitutional
    injuries         that       the     Ordinance        may     inflict       by       preliminarily
    enjoining its enforcement.                        See Fed. R. Civ. P. 65; see also,
    e.g., Newsom ex rel. Newsom v. Albemarle Cnty. Sch. Bd., 
    354 F.3d 249
    ,       261        (4th    Cir.     2003)       (concluding      that       Newsom       was
    entitled     to        a    preliminary        injunction       on   his     First      Amendment
    overbreadth claim, while cautioning that “our holding, like any
    ruling      on        a     preliminary       injunction,        does       not      preclude        a
    different        resolution           of     Newsom’s       claims     on       a    more        fully
    developed record”).
    The district court in Centro Tepeyac v. Montgomery County,
    another     Maryland             pregnancy        center-compelled         disclosure            case,
    proceeded in just that measured fashion.                             See 
    779 F. Supp. 2d 456
     (D. Md. 2011).                  Mindful that the record was undeveloped and
    the County therefore unprepared to show otherwise, the court
    accepted         at        the    preliminary        injunction      stage          that     strict
    scrutiny applied to the challenged disclosure requirement.                                        See
    
    id. at 462-68
    .               Importantly,          however,     the        court      did     not
    54
    foreclose      the       possibility       that    evidence        adduced        in     future
    discovery proceedings might render lesser scrutiny appropriate,
    e.g.,   if     the       County’s      Resolution         were     shown     to        regulate
    commercial speech.              See 
    id. at 463
    .           Employing strict scrutiny
    to   resolve       the     motion      before     it,     the     court    preliminarily
    enjoined one portion of the Resolution’s disclosure requirement
    (that “the Montgomery County Health Officer encourages women who
    are or may be pregnant to consult with a licensed health care
    provider”), but not the other (that “the Center does not have a
    licensed medical professional on staff”).                          See 
    id. at 469-72
    .
    In doing so, the court credited the County’s asserted compelling
    interest in preserving public health, and deemed “the record
    . . . at least colorable at this stage to suggest that the [non-
    enjoined     portion       of    the     disclosure       requirement]       is        narrowly
    tailored to meet the interest.”                   
    Id. at 471
    .        The court further
    concluded that the County was unlikely to prove narrow tailoring
    of   the     enjoined        portion       of     the      disclosure        requirement,
    articulating       particular       concern       that    it     constituted       “unneeded
    speech,”     and     also       noting    several        possible    less     restrictive
    alternatives.        
    Id.
     at 468-69 & n.9, 471.
    Today, alongside this opinion, we issue a separate opinion
    in which we affirm the Centro Tepeyac preliminary injunction
    decision, concluding that “the district court acted well within
    its discretion” and “commend[ing] the court for its careful and
    55
    restrained analysis.”             See Centro Tepeyac v. Montgomery Cnty.,
    No. 11-1314(L), slip op. at 3, 18 (4th Cir. July __, 2013) (en
    banc).   Our good dissenting colleagues overplay Centro Tepeyac,
    repeatedly    invoking       it     as    the    ultimate     word   on    the     First
    Amendment    issues     presented         herein.      See,     e.g.,     post   at    81
    (Niemeyer, J., dissenting) (characterizing our remand of this
    case for discovery on the commercial speech issue as “curious”
    in view of our affirmance of “the district court’s conclusion in
    Centro   Tepeyac      that      a    similar     Montgomery      County,     Maryland
    provision compelled noncommercial speech”); id. at 98 (asserting
    that Centro Tepeyac “hold[s]” that the County is not entitled to
    discovery    on   the    effectiveness          of   purported   less     restrictive
    alternatives);     id.     at       101   (citing      Centro    Tepeyac     for      the
    proposition that City of Baltimore Ordinance 09-252, “[o]n its
    face, . . . is overbroad and unconstitutional”).                     The dissenters
    thereby ignore crucial differences between that case and this
    one — most significantly, that Centro Tepeyac involves a mere
    preliminary injunction decision, rather than a final judgment
    bestowing permanent injunctive relief on the basis of a summary
    judgment award.
    As the Supreme Court has instructed, where a preliminary
    injunction   is    under     an     interlocutory      examination,       determining
    whether the district court abused its discretion “is the extent
    of our appellate inquiry.”                See Doran v. Salem Inn, Inc., 422
    
    56 U.S. 922
    , 934 (1975), followed by Giovani Carandola, Ltd. v.
    Bason, 
    303 F.3d 507
    , 521 (4th Cir. 2002) (“We make no prediction
    as to the outcome at trial but simply hold, as the Supreme Court
    did [in Doran], that ‘[i]n these circumstances, and in the light
    of existing case law, we cannot conclude that the District Court
    abused       its    discretion            by    granting     preliminary         injunctive
    relief.’” (second alteration in original) (quoting Doran, 422
    U.S. at 934)).         Faithful to the abuse-of-discretion standard, we
    are obliged to affirm in Centro Tepeyac because the district
    court “applied a correct preliminary injunction standard, made
    no clearly erroneous findings of material fact, and demonstrated
    a firm grasp of the legal principles pertinent to the underlying
    dispute.”          See slip op. at 18.                 Neither the district court’s
    Centro Tepeyac decision — nor ours in that case — settles the
    constitutional questions posed; rather, both leave those issues
    to    be    decided    on     a    more    fully       developed    record      in   properly
    conducted proceedings.
    Consistently with Centro Tepeyac, we conclude herein that
    the    district       court       erred    by    entering    a     permanent     injunction
    without allowing discovery or adhering to the applicable summary
    judgment      standard.            Despite      this    prudent,     restrained,      and   —
    above all — evenhanded ruling, the dissenters accuse us of all
    manner of improprieties.                  Most disappointingly, they depict us,
    on    the    one    hand,     as    pro-choice         zealots     who   have    engaged    in
    57
    “gratuitous shaping of the issues” and “become seduced by [our]
    own elaboration of abortion policy.”                 Post at 81-82 (Niemeyer,
    J., dissenting); see also post at 74 (Wilkinson, J., dissenting)
    (“In strongly implying that the Ordinance will survive First
    Amendment   scrutiny,      the   majority      has   established        a    principle
    that will bite the very hands that feed it.                        For compelled
    speech can serve a pro-life agenda for elected officials as well
    as a pro-choice one.”).
    On the other hand, we are reproached for “an amorous affair
    with litigation,” an “enchantment with extended procedures,” and
    an “infatuation with discovery,” as well as for “opin[ing] on
    various points of civil procedure” when we could be discussing
    “the dangers of state-compelled speech.”                   Post at 62, 68, 71
    (Wilkinson, J., dissenting).             The dissenters would wholly exempt
    the   Center   from    fundamental        procedures      to    which       all     civil
    litigants   are     both   subject       and   entitled.        And,    though        the
    dissenters candidly acknowledge that “the district court engaged
    hypothetically      from   time     to    time    in    discussion          about     the
    potential relevance of facts,” they unhesitatingly endorse the
    court’s summary judgment decision.               Post at 82 (Niemeyer, J.,
    dissenting).        Indeed,   the    dissenters        freely   layer       their     own
    supposition    on    the   district      court’s,      admitting       of    no     other
    conclusion than that the Ordinance should be enjoined against
    all Baltimore limited-service pregnancy centers for all time.
    58
    We, however, are not so dismissive of the Federal Rules of
    Civil Procedure, which, as the Supreme Court has underscored,
    “are    designed    to    further   the   due    process     of      law    that   the
    Constitution guarantees.”           Nelson v. Adams USA, Inc., 
    529 U.S. 460
    , 465 (2000).         Esteem for our bedrock procedural rules should
    be   expected,     rather   than    ridiculed.      And    it     is   particularly
    appropriate here, where because of the ready availability of
    preliminary      injunctive    relief,      there   simply      is     no   need   to
    abridge the City’s due process rights in favor of the Center’s
    free speech guarantee. 12
    12
    It bears noting that the dissenters find it necessary to
    distort our decision in an effort to refute it.     For example,
    they erroneously say that we “fail[] to recognize that the
    challenge addressed by the district court was the plaintiffs’
    facial challenge,” and that we “recharacterize[] the proceeding
    as an as-applied challenge” just so we can “identify questions
    of fact to support [our] remand.”     Post at 79 (Niemeyer, J.,
    dissenting); see also post at 71-72 (Wilkinson, J., dissenting)
    (asserting that, in “a tragedy for free expression,” we insist
    the district court “undertook an as-applied analysis”).       In
    reality, we amply discuss the facial/as-applied distinction,
    ultimately concluding that “regardless of the type of analysis
    utilized — facial or as-applied — the court abused its
    discretion by failing to recognize and honor the City’s right to
    discovery.” Supra Part II.A.2.
    The dissenters also incorrectly assert that we “fail[] to
    recognize the scrutiny applicable to regulations that compel
    speech,” going so far as to claim that we “do[] not even discuss
    ‘compelled speech.’”   Post at 78-79 (Niemeyer, J., dissenting)
    (citing Turner Broad. Sys., 
    512 U.S. at 641-42
    ). But see supra
    Part II.B.1 (explaining that, “[w]hile the strict scrutiny
    standard   generally  applies   to   content-based  regulations,
    including compelled speech, less-demanding standards apply where
    the speech at issue is commercial” (also citing Turner Broad.
    (Continued)
    59
    Notwithstanding     the     dissenters’    unfair     and    overwrought
    characterization, our ruling today is simply this:              the district
    court   improperly    denied    the    City   essential    discovery    and
    otherwise   flouted    the     Federal     Rules   of   Civil     Procedure.
    Sys., 
    512 U.S. at 641-42
    )).    Even so, the dissenters concede
    that the Ordinance regulates both commercial and noncommercial
    speech, but surmise that enough noncommercial speech is
    implicated to render the Ordinance facially unconstitutional.
    See post at 92-93 (Niemeyer, J., dissenting) (contending that
    any “commercial motive” of the plaintiff Center is irrelevant,
    because the Ordinance “reaches beyond this one pregnancy center
    and imposes the requirement of a disclaimer sign on every
    speaker — commercial or not — who provides information ‘for a
    fee or as a free service’”).    But see Stevens, 
    130 S. Ct. at 1587
     (explaining that, to prove overbreadth, a plaintiff may
    show that “a substantial number of [a statute’s] applications
    are unconstitutional, judged in relation to the statute’s
    plainly legitimate sweep” (internal quotation marks omitted));
    Bolger,   
    463 U.S. at
    67  n.14   (declining  to   preclude
    classification of speech as commercial in absence of speaker’s
    economic motivation).
    Finally, we note that the dissenters also distort the
    existing record, repeatedly asserting that “the City’s stated
    interest   [is]   in   prohibiting  [limited-service]   pregnancy
    centers, as a health concern, from misrepresenting information
    about abortions.”    Post at 77 (Niemeyer, J., dissenting); see
    also 
    id. at 83, 93-94, 100, 101
    .        To be sure, the record
    includes allegations that such centers provide misinformation
    about abortion (e.g., that it causes breast cancer).     The City
    has clearly and consistently articulated its position, however,
    that the Ordinance is aimed at the pregnancy center practice of
    employing   deceptive   advertising to   attract  women   seeking
    abortion and comprehensive birth-control services, and then
    using delay tactics to impede the women from accessing those
    services.   The City has not asserted, as the dissenters claim,
    that the Ordinance is intended “to remedy misrepresentations
    being made by these pregnancy centers about abortion.” See 
    id. at 100
    .
    60
    Consequently,       we    vacate      the    judgment     and     remand    for    further
    proceedings.
    III.
    Nevertheless, we affirm the district court’s ruling that
    St.   Brigid’s      and    the       Archbishop      lack      standing     to    be    co-
    plaintiffs in this action with the Center.                        See O’Brien, 
    768 F. Supp. 2d at 811-12
    .             We do so having carefully considered the
    contentions made by St. Brigid’s and the Archbishop in their
    cross-appeal, and having reviewed the dismissal of their claims
    de novo.     See Benham v. City of Charlotte, N.C., 
    635 F.3d 129
    ,
    134 (4th Cir. 2011) (“The issue of standing to sue is a legal
    question that we assess de novo.”).
    IV.
    Pursuant to the foregoing, we vacate the district court’s
    judgment against the City and remand for such other and further
    proceedings    as    may     be      appropriate.         We   affirm,     however,     the
    court’s    dismissal       of     the       claims   of     St.    Brigid’s       and   the
    Archbishop    for     lack      of    standing,      leaving      only     the    Center’s
    claims for resolution on remand.
    No. 11-1111 VACATED AND REMANDED
    No. 11-1185 AFFIRMED
    61
    WILKINSON, Circuit Judge, dissenting:
    In   a   case    concerning     a     law     that    requires   private,
    noncommercial      organizations     to     convey    a    government-authored
    message, one would expect to find at least some acknowledgement
    of the dangers of state-compelled speech.                  But one will search
    the   majority’s      opinion   in   vain     for    any    such   recognition.
    Instead, the majority opts to opine on various points of civil
    procedure, apparently oblivious to the fact that litigation is
    not an end in itself, but a means of vindicating the substantive
    values underlying our legal order, among which I had hitherto
    supposed were the freedoms of conscience and belief.
    Those freedoms are at the heart of this case, though one
    would never know it from the majority’s opinion, which glosses
    over the impact of the Baltimore Ordinance on the right of the
    plaintiff Center not to be compelled by the state to express a
    message at odds with its most intimate beliefs.                Today it is the
    Center; tomorrow it is who knows what speaker and who can guess
    what view.     Because the majority fails to respect the Center’s
    right not to utter a state-sponsored message that offends its
    core moral and religious principles, and because it launches a
    litigious fusillade aimed at smothering the Center’s right to
    simple silence, I respectfully dissent.
    62
    I.
    A.
    Given the dearth of discussion about the evils of compelled
    speech in the majority opinion, it is worth pausing to consider
    what is at stake when government forces private individuals or
    organizations      to     speak    on       its       behalf.       We     now    take   it   for
    granted that “[i]f there is any fixed star in our constitutional
    constellation,       it    is     that      no     official,         high    or    petty,     can
    prescribe    what        shall    be     orthodox           in    politics,       nationalism,
    religion,    or    other     matters         of       opinion      or    force    citizens    to
    confess by word or act their faith therein.”                               W. Va. State Bd.
    of Educ. v. Barnette, 
    319 U.S. 624
    , 642 (1943).                                   Regrettably,
    this constitutional star was not always so fixed.                                 In fact, the
    Supreme    Court    had     earlier         upheld      a    law    that    required     school
    children    to     participate         in    a     daily         flag-salute      ceremony     in
    Minersville School District v. Gobitis, 
    310 U.S. 586
     (1940).                                  In
    his   opinion      for    the     Court       in       Gobitis,         Justice    Frankfurter
    declared     the     flag-salute            ceremony         an     essential       means     of
    fostering “[n]ational unity,” which, in turn, he regarded as
    “the basis of national security.”                       
    Id. at 595
    .          When opponents
    of    a   compelled       flag    salute          protested,            Justice    Frankfurter
    retorted that forced salutes helped to inculcate “that unifying
    sentiment without which there can ultimately be no liberties,
    civil or religious.”            
    Id. at 597
    .
    63
    In   confusing        mere    statism     with      patriotism,       Justice
    Frankfurter also posited a cramped conception of the freedom of
    speech.     Specifically, he denied that the right to speak entails
    a right not to speak.          In a lone dissent, Frankfurter reaffirmed
    this    view     even   as   the     Court    reversed    course     and    declared
    compulsory flag-salute laws unconstitutional.                   So long as a law
    “suppresses no belief nor curbs it,” he insisted -- so long as
    it permits individuals to “believe what they please, avow their
    belief and practice it,” leaving “[a]ll channels of affirmative
    free expression . . . open” -- it does not violate the freedom
    of speech guaranteed by the First Amendment.                   Barnette, 
    319 U.S. at 664
     (Frankfurter, J., dissenting).
    Justice    Frankfurter’s       opinions    in     the   flag-salute     cases
    mark a singular blot on a long and storied career.                         He simply
    failed to grasp a truth that had been “well known to the framers
    of the Bill of Rights,” 
    id. at 633
     (majority opinion): that
    “[t]he right to speak and the right to refrain from speaking are
    complementary components of the broader concept of ‘individual
    freedom of mind,’” Wooley v. Maynard, 
    430 U.S. 705
    , 714 (1977)
    (quoting Barnette, 
    319 U.S. at 637
    ).                    Because government can
    infringe this freedom not only through naked censorship but by
    compelling     individuals      to    utter    words    that   the   state    wishes
    uttered, courts must scrutinize both kinds of regulation with
    64
    the same skepticism.        No American is the mere mouthpiece of the
    state.     That is the enduring lesson of the flag-salute cases.
    B.
    It is a lesson the majority has failed to learn.                        While it
    perfunctorily     acknowledges         that    laws    compelling       speech      are
    “generally”    subject     to   strict    scrutiny,      maj.    op.    at    41,    it
    follows Justice Frankfurter in downplaying the impact of such
    laws on the individuals who are compelled to speak.                           As the
    majority      apparently        sees     it,     the      Ordinance          requires
    organizations    like    the    Center    to    make    nothing   more       than    an
    anodyne factual statement identifying the services they do not
    provide, without having to condone those services.                     See maj. op.
    at 51-52.
    But the majority utterly fails to appreciate the nature of
    the Center’s beliefs.           The Center has “sincerely held” “moral,
    ideological, political, and religious beliefs” that abortion and
    at least some forms of birth control are profoundly wrong and
    thus are not to be chosen.             Complaint ¶¶ 43, 40.         The Ordinance
    requires the Center to state that it “does not provide or make
    referral for abortion or birth-control services.”                   J.A. 26.        The
    conflict     between     the     Center’s      beliefs     and    the        mandated
    disclosure is thus plain: where the Center wishes to guide women
    toward alternatives to abortion and birth control, the Ordinance
    65
    requires it to indicate at the outset that those services are
    readily available, just not at the Center itself.
    The flag-salute ceremony may not have compelled Jehovah’s
    Witnesses to affirm the American flag as an idol or the United
    States as a deity in so many words, but from their perspective,
    that was the import of the ritual.                  The same is true here.
    Although the Ordinance does not compel the Center to explicitly
    countenance       abortion    and    birth   control,     it   does       compel     the
    Center to present them as viable options -- which, of course, is
    precisely    what    the     Center    denies   they    are.        Putting        aside
    altogether the matter of abortion, about which people of good
    will may and do differ, imagine any of us being told by the
    state to renounce ourselves in such a basic way.
    Echoing    Justice     Frankfurter’s     rejoinder      to    the       Jehovah’s
    Witnesses in the flag-salute cases, the City responds by noting
    that pregnancy centers remain free to express their disapproval
    of     abortion     and      birth    control     alongside         the        mandatory
    disclaimer.       But the Supreme Court rightly found this response
    unavailing in Barnette, and it is no more persuasive here.                           In
    each case, the speaker is put in the position of having to
    explain a statement made in its voice but not from its heart.
    Only    because     the    Ordinance    compels     the    Center         to    mention
    abortion and birth control in the first place must it start from
    66
    a stance of opposing those options, rather than from one of
    simply advocating alternatives like adoption and abstinence.
    Compelled speech can be all the more pernicious because of
    its context.          So it is here.           Whether or not the Ordinance is
    technically viewpoint-discriminatory, this much can be said: it
    compels     groups      that      oppose      abortion     to    utter   a    government-
    authored message without requiring any comparable disclosure --
    or   indeed     any    disclosure        at   all   --    from    abortion     providers.
    Seventy     years      after       the     flag-salute       cases,      it   should     be
    axiomatic that the First Amendment prohibits the government from
    dictating the terms of private expression, let alone in such a
    one-sided manner.            Faced with the inadequacy of its reasons, the
    majority responds with only noise, making believe it has somehow
    been accused of various “improprieties,” maj. op. at 57, and
    “zealous” pro-choice views, 
    id.,
     when the only issue in reality
    is that the grand neutrality at the heart of the First Amendment
    has been compromised.              Those who support most firmly a woman’s
    right     to     reproductive            choice     should       find    it    the     most
    disheartening that the court’s First Amendment jurisprudence is
    trampling expressive privacy and marching backward through time.
    II.
    The      majority      would   have      us   believe      that    it   has    issued
    nothing     more      than    a   cut-and-dried          procedural      ruling,     merely
    67
    ordering “essential discovery” into a few key factual questions
    in the case.        Maj. op. at 33.             Don’t be fooled.                The majority is
    conducting an amorous affair with litigation that is anything
    but benign.         For the infatuation here is indiscriminate.                                 The
    majority neglects to pose the most relevant question: whether
    its enchantment with extended procedures will serve to vindicate
    the   assertion       of    a   constitutional            right      or    to    suffocate      it.
    Perhaps      it    evades       this     question         because      the       answer    is    so
    obvious.      By bringing the full brunt of the litigative process
    to bear on the Center, the majority is imposing a high price on
    the   Center       (and    by   extension       any       speaker)        for    attempting      to
    vindicate its free-speech rights.
    Most        troubling,       the     majority            has   licensed         a   fishing
    expedition into the Center’s motivations and operations on the
    off   chance       that    it    might     turn      up    some      vaguely       “commercial”
    activity.         The majority appears to recognize that the Center’s
    speech    clearly      lies     far      from   “the       core      notion      of   commercial
    speech,” since none of its advertisements propose a commercial
    transaction.         Maj. op. at 43 (quoting Bolger v. Youngs Drug
    Prods. Corp., 
    463 U.S. 60
    , 66 (1983)); see United States v.
    United    Foods,      Inc.,      
    533 U.S. 405
    ,         409   (2001)       (noting       that
    commercial speech is “usually defined as speech that does no
    more than propose a commercial transaction”).                              Nevertheless, the
    majority     believes       that       “discovery         is    needed     to     substantiate,
    68
    inter   alia,     whether     the   Center      possesses      economic   interests
    apart from its ideological motivations.”                       Maj. op. at 45-46.
    Not even the City had the temerity to second-guess the Center’s
    motives    in    this     way.      And    yet,    the    majority     displays    no
    compunction about doing so, subjecting the Center to intrusive
    and     burdensome        discovery       based     on     a     few    far-fetched
    hypotheticals regarding “the Center’s potential profit motives”
    and its “operational intricacies.”              Maj. op. at 46 n.9.
    Ordering discovery on this tenuous a basis would entail
    delays and costs even in the ordinary case.                     But the delays and
    costs are especially onerous where, as here, the party that is
    subjected to discovery has so plainly suffered a violation of
    its constitutional rights.            By encouraging the City to pry into
    every corner of the Center’s operations, the majority heavily
    penalizes       this     organization     for     attempting      to   defend     its
    constitutional rights, a penalty that will only dissuade future
    victims of constitutional violations -- and especially those who
    hold to the Center’s persuasion -- from bringing suit in the
    first place.       Where discovery should be a means of vindicating
    constitutional rights, the majority converts it into a process
    that strangles them.
    The majority’s approach also excuses the City’s rush to
    regulate the Center’s speech, rather than consider other ways of
    achieving   the        purposes   underlying      the    Ordinance.       There   has
    69
    never been any dispute that the Ordinance forces organizations
    like the Center to communicate a message they would otherwise
    never utter.         Given the dangers of compelled speech, this kind
    of mandated disclosure should be a last resort, not a first
    recourse.     See Riley v. Nat’l Fed’n of the Blind of N.C., Inc.,
    
    487 U.S. 781
    , 800 (1988) (noting “the First Amendment directive
    that    government      not   dictate         the      content       of    speech        absent
    compelling      necessity,        and       then,      only     by    means         precisely
    tailored”).
    Thus, before enacting the Ordinance, the City should at
    least    have        considered     less          restrictive        alternatives           and
    indicated why those alternatives would be ineffective.                              And yet,
    the    City   points     to   not       a   single      portion       of     the    239-page
    legislative      history      submitted           as   part     of    this     litigation
    indicating that it ever took these elementary steps.                                See J.A.
    192-430.      What testimony was delivered and evidence presented
    before the City Council appears to have focused on the City’s
    interest in enacting the Ordinance rather than the question of
    whether the Ordinance was a narrowly tailored means of serving
    that    interest.        Especially         telling      is    the        absence    of     any
    statement       of     legislative          findings          indicating           why     less
    restrictive alternatives would come up short.                        This is not for a
    lack of such alternatives.                  As the district court noted, many
    suggest themselves.           See O’Brien v. Mayor & City Council of
    70
    Balt., 
    768 F. Supp. 2d 804
    , 817 (D. Md. 2011).                     Posting warning
    signs in its own voice outside the Center, undertaking a public
    information      effort    of   its     own,     or    applying    the    anti-fraud
    provisions in state law are all alternatives that the City now
    seems eager to reject but nowhere indicates it ever considered
    or tried.
    Without ever having contemplated these options, the City
    now asserts that they will prove ineffective, and based on that
    bald assertion, the majority unlocks the doors of discovery.
    The lesson of the majority’s ruling for other legislative bodies
    is    clear:    compel    speech   before      considering        less   restrictive
    alternatives, and you will be granted discovery to prove why
    those alternatives are ineffective after the fact.                       This upends
    the    notion    that    compelled      speech    should     be    a   last   resort,
    encouraging      legislatures      to    adopt    the    most     constitutionally
    offensive option rather than the least.                      In this respect as
    well, the majority renders litigation a threat to liberty rather
    than its safeguard.
    The majority’s infatuation with discovery is compounded by
    its   similarly    misguided       affection      for    as-applied      challenges.
    Although the district court construed the Center’s claim as a
    facial challenge, the majority insists it actually undertook an
    as-applied      analysis.       See     maj.     op.    at   37-38.        But   this
    conclusion, aside from being incorrect, is a tragedy for free
    71
    expression.       For it means that, even if the Center ultimately
    prevails    on    its    First    Amendment    claim,       other    centers    with
    similar moral or religious beliefs will each have to bring their
    own suits challenging the Ordinance as applied to them.                   This is
    a war of attrition.          By requiring every pregnancy center to
    bring its own as-applied challenge and to submit to separate
    investigation,     the    majority     invites   piecemeal      litigation       that
    will    dramatically      increase     the    costs     for    the    centers     of
    vindicating their First Amendment rights.                    Free speech should
    never be held hostage to this kind of duplicative and intrusive
    litigation.
    The majority responds by doubling down on the virtues of
    extended litigation.        It pens a final ode to discovery, maj. op.
    at 59, again ignoring the question of when that discovery serves
    a salutary purpose and when it simply chokes off constitutional
    rights as it does here.            This is by no means to suggest that
    affording   the    government      discovery     is   inappropriate      in    every
    constitutional      case.        But   one   does     not    need    discovery    to
    discover the obvious.            Here, the infringement of the Center’s
    free-speech rights is patent and profound, and the alternatives
    to a mandatory disclaimer are myriad.                   I recognize that the
    Center’s views on the issues surrounding abortion rights are
    controversial.      But the First Amendment is not needed to protect
    speech that elicits broad popular approbation.                       “The test of
    72
    [freedom’s] substance is the right to differ as to things that
    touch the heart of the existing order.”              Barnette, 
    319 U.S. at 642
    .     If there was ever a case for entering judgment in order to
    forestall government action that threatens to deter disfavored
    speakers from defending their First Amendment rights, this case
    is it.
    Indeed, the Supreme Court has only recently reiterated the
    “basic     First   Amendment    principle     that     freedom       of   speech
    prohibits    the   government   from    telling     people    what   they      must
    say.”     Agency for Int’l Development v. Alliance for Open Society
    Int’l, Inc., No. 12-10, slip op. at 6 (U.S. June 20, 2013)
    (internal     quotation    marks     omitted).         Even      when     direct
    appropriations are involved, the government may not control an
    organization’s     core   message   outside    of    the     confines     of    the
    program being funded.       See id. at 15 (holding that a government
    requirement that “compels as a condition of federal funding the
    affirmation of a belief that by its nature cannot be confined
    within the scope of the Government program. . . . violates the
    First Amendment”).        Here, of course, funding conditioned upon
    speech is not at issue.         Compelled speech becomes all the more
    invasive when it is simply commanded without any corresponding
    benefit to the recipient.           The recipient of public funds at
    least theoretically has some choice about whether to accept the
    aid with its attendant conditions.            Id. at 7.        In the instant
    73
    case, the Center gains no benefit and has no choice but to
    speak, and the coercion is complete.
    III.
    To my good colleagues in the majority, all I can say is,
    “Be careful what you wish for.”             In strongly implying that the
    Ordinance will survive First Amendment scrutiny, the majority
    has established a principle that will bite the very hands that
    feed it.      For compelled speech can serve a pro-life agenda for
    elected officials as well as a pro-choice one.                       Cf. Planned
    Parenthood Minn., N.D., S.D. v. Rounds, 
    686 F.3d 889
     (8th Cir.
    2012)   (en   banc).     It    is   easy    to   imagine    legislatures        with
    different ideological leanings from those of the Baltimore City
    Council     enacting    measures     that    require       organizations        like
    Planned Parenthood to post a statement in their waiting rooms
    indicating what services they do not provide.                      Indeed, after
    today’s decision, I would expect a flurry of such measures.
    When this court finally confronts a pro-life analogue of
    the Baltimore Ordinance, it will face a dilemma.                   Either it will
    uphold the measure, in which case it will simply confirm what
    today’s decision suggests: that the government does have the
    power     after   all   to    “prescribe    what    shall     be     orthodox    in
    politics,     nationalism,    religion,     or   other     matters    of   opinion
    [and to] force citizens to confess by word or act their faith
    74
    therein.”      Barnette, 
    319 U.S. at 642
    .                         Or it will invalidate the
    measure, in which case the First Amendment will have ceased to
    function      as     a    neutral        arbiter        of     our       nation’s      ideological
    disputes,      but       will    instead        have    become       a    tool    to    serve    the
    policy predilections of the judges who happen to be applying it
    in    any    given       case.         Either    way,        we    will    have     warped     First
    Amendment doctrine beyond recognition, and we shall have but
    ourselves to blame.
    IV.
    Compelled         speech        can   get       tricky        quickly.          The     state
    possesses a broad police power to regulate for the health and
    safety of its citizens, which includes the authority to require
    the disclosure of limited amounts of accurate information.                                      See,
    e.g., Zauderer v. Office of Disciplinary Counsel of the Supreme
    Court of Ohio, 
    471 U.S. 626
    , 650-53 (1985).                               Compelled speech is
    thus    not    an     all-or-nothing            matter.            See     Centro      Tepeyac    v.
    Montgomery         Cnty.,        No.     11-1314        (4th       Cir.     2013)      (en     banc)
    (Wilkinson, J., concurring).                    But as the flag-salute cases teach
    us,    the    state       generally       may     not    force       individuals         to    utter
    statements      that       conflict       with     beliefs          so    profound      that    they
    define who we are.               How to balance the state’s responsibility to
    protect its citizens with the individual’s interest in staying
    75
    true   to   conscience   is   a   perennial   question   that    will    prove
    vexing in many cases.
    This case, however, is not vexing.        The Baltimore Ordinance
    demands that organizations like the Center affirm a proposition
    they vehemently deny.         It is, moreover, a law in search of a
    problem about which the City and majority speculate but cannot
    identify.     The City made no attempt to try or even consider
    alternative approaches that would have allowed it to achieve its
    purposes without compelling the Center to say a word.              Wherever
    the First Amendment might draw the line between state regulation
    and    individual   conscience,     this   law   crosses   it.      To     the
    infirmities of the law, the majority adds burdens beyond measure
    on freedom of the mind.
    I respectfully dissent.
    76
    NIEMEYER, Circuit Judge, dissenting:
    Baltimore         City   Ordinance   09-252       mandates   that     pregnancy
    centers that do not offer abortions or refer for abortions must
    post one or more signs in their waiting rooms, stating that they
    “do[] not provide or make referral for abortion or birth-control
    services.”        On    the   plaintiffs’      assertion       that   such   a   sign
    requires them to speak contrary to their moral and religious
    beliefs, the district court held, as a matter of law, (1) that
    the ordinance, on its face, compels speech that is not content
    neutral; (2) that such compelled speech is subject to strict
    scrutiny; and (3) that the ordinance is not narrowly tailored to
    serve the City’s stated interest in prohibiting such pregnancy
    centers, as a health concern, from misrepresenting information
    about abortions.         It thus found the ordinance unconstitutional.
    A ruling of this kind does not implicate a need to have
    discovery    of     factual    circumstances,      as    the    majority     opinion
    orders, because every point on which the district court’s ruling
    depended was a question of law that construed the ordinance on
    its face and assessed its scope against well-established First
    Amendment principles.            In determining to vacate the district
    court’s     order      and    remand   the     case,     the    majority     opinion
    addresses a case not before us.                 The opinion fails in three
    fundamental respects.
    77
    First,    it     fails       to    address       the         actual       holding    of      the
    district court insofar as the district court applied established
    legal    principles         to    conclude,       as      a    matter       of    law,     that     the
    ordinance       was    unconstitutional.                      Rather,       it    dismisses         the
    district court’s ruling as “laden with error,” pointing to a
    raft    of   circumstantial             factual      questions,             irrelevant      to      the
    necessary     legal        propositions,          and     concluding             that    the   legal
    issues therefore cannot be resolved by summary judgment.
    Second and more fundamentally, it fails to recognize the
    scrutiny      applicable           to     regulations           that        compel       speech     --
    regulations that require a person to say that with which the
    person would not otherwise say and might well disagree.                                           Such
    regulations are among the most pernicious invasions of First
    Amendment rights, and for that reason, they are subject to “the
    most exacting scrutiny.”                 Turner Broadcasting Sys., Inc. v. FCC,
    
    512 U.S. 622
    , 641-42 (1994).                    Although distinct from laws that
    regulate     what     persons           have   chosen         to     say,    regulations          that
    compel    people      to    speak        the   government’s            message       are    equally
    invasive of our most basic freedom.                           
    Id.
        “Mandating speech that
    a   speaker      would      not        otherwise       make         necessarily         alters      the
    content of the speech.”                 See Riley v. Nat’l Fed. of the Blind of
    N.C.,    Inc.,    
    487 U.S. 781
    ,    795     (1988).          And       because      it   is
    “content-based,”           it     is    subject      to       strict     scrutiny.             Turner
    Broadcasting,         
    512 U.S. at 642
    .            Indeed,          “[c]ontent-based
    78
    [speech] regulations are presumptively invalid.”                              R.A.V. v. City
    of St. Paul, 
    505 U.S. 377
    , 382 (1992) (emphasis added).                                          The
    majority opinion not only fails to recognize these principles,
    it   does    not     even         discuss     “compelled          speech.”          Rather,       it
    implies, by its silence on the subject, that compelled speech or
    content-based        speech,         when     including          potentially         commercial
    speech, is subject to a relaxed level of scrutiny, a position
    never countenanced by the Supreme Court.
    And     third,        it     fails     to        recognize       that   the        challenge
    addressed     by     the         district    court       was     the     plaintiffs’           facial
    challenge.         In       an    effort     to    identify       questions         of    fact    to
    support its remand, the opinion ignores the issue presented --
    i.e.,      whether      a    facial        review        would     render     the        ordinance
    unconstitutional -- and recharacterizes the proceeding as an as-
    applied challenge.                With that erroneous maneuver, it concludes
    that facts need to be developed to conduct such an as-applied
    challenge.      Ante, at 38 (“But to properly employ an as-applied
    analysis,     the       court       was     obliged       to     first    afford         the    City
    discovery”).         To be sure, the complaint challenged the ordinance
    both facially and as-applied, but the plaintiffs argued before
    the district court that on Count I (violation of free speech),
    the court could rule on the ordinance “as a facial matter.”                                      And
    in its opinion, the district court accepted this, repeating that
    in   the    plaintiffs’           claims     against       the     City,      the    plaintiffs
    79
    “contend[ed]        that      the    Ordinance          [was]    facially           invalid.”
    O’Brien v. Mayor & City Council of Baltimore, 
    768 F. Supp. 2d 804
    , 808 (D. Md. 2011).              The court then proceeded to address the
    case as a facial challenge, stating, “In the instant case, the
    Court    must    examine      whether    the       Ordinance,         on    its     face,    is
    subject to, and satisfies, the applicable level of scrutiny.”
    
    Id. at 810
     (emphasis added).
    Thus, to conclude that the district court’s holding was
    “laden with error,” ante, at 10, the majority opinion itself is
    error-laden, giving the governing core principles the back of
    the hand and broadening, by recharacterization, the issues so as
    to be able to conclude that the City should have been given the
    opportunity to engage in discovery, even as to subjects that
    would    be     irrelevant      or    unnecessary        to     the     legal       questions
    decided by the district court.                It is apparent that the majority
    opinion,      which      is    some     50     typewritten            pages,       roams     in
    supposition      about      what     pregnancy      centers      that       do     not   offer
    abortion have said to their clients; about whether their advice
    could have been commercial in nature; and about the facts that
    might    have    been      misrepresented,         as    identified         by     pro-choice
    groups   in     their    stated      policy       positions.          For    example,       the
    majority opinion quotes at length:                  (1) the Waxman report, which
    suggests      the   pregnancy        centers       “often       mask       their     pro-life
    mission” to mislead pregnant women; (2) the report of the NARAL
    80
    Pro-Choice    Maryland            Fund    that    pregnancy      centers         give    “wildly
    inaccurate    information”               about    abortion;         (3)    the     legislative
    testimony of a woman who stated she had “felt tricked” by a
    pregnancy    center          16    years     before;      and       (4)    the     legislative
    testimony of a professor who stated that she was “distressed by
    the existence of centers” that misrepresent their mission.                                     The
    majority     sets       forth       no     similar       evidence         provided       by     the
    plaintiffs, yet it relies on the City’s claimed need to respond
    to the plaintiffs’ facts.
    In its gratuitous shaping of the issues, the majority also
    devotes     pages       to    speculation             about    whether       the     ordinance
    regulates commercial speech or noncommercial speech -- failing
    to recognize that, on its face, the ordinance regulates both.
    The majority’s position is curious in view of the fact that it
    has today affirmed the district court’s conclusion in Centro
    Tepeyac    that     a    similar         Montgomery      County,      Maryland       provision
    compelled noncommercial speech and that any commercial speech
    was intertwined with regulated noncommercial speech.                               See Centro
    Tepeyac v. Montgomery Cnty., ___ F.3d ___, No. 11-1314(L), at
    ___ (4th Cir. June ___, 2013) (en banc) (observing that the
    district     court       “demonstrated            a     firm    grasp       of     the        legal
    principles”).           Here, in contrast, the majority concludes that
    resolution of the question must be “fact-driven.”                                  It states,
    “Without     all    the       pertinent          evidence      --    including          evidence
    81
    concerning the Center’s economic motivation (or lack thereof)
    and the scope and content of its advertisements -- we cannot
    properly analyze the speech regulated by the Ordinance.”                                Ante,
    at 49.    But this speculation is irrelevant because Ordinance 09-
    252   regulates     both     commercial          and    noncommercial       speech        and
    addresses    all    persons     who    provide         pregnancy       services    without
    providing abortions or referring for abortions.
    Were our court grappling with the abortion issue itself,
    the   majority’s       fulsome        and     overstated        facts       might        mean
    something.     But the case before us presents the much narrower
    question about the scope of the ordinance on its face.                                     It
    appears     that    the    majority     has       become     seduced       by     its     own
    elaboration    of     abortion       policy       from    the     viewpoint       of     some
    interested groups, thereby blinding it from the narrow legal
    issue raised by the terms of the ordinance.
    The district court, on the other hand, correctly focused on
    the relevant legal issue and, in a reasoned fashion, supported
    its holding by analyzing the ordinance’s language.                          To be sure,
    the district court engaged hypothetically from time to time in
    discussion    about       the   potential         relevance       of    facts,     but     it
    quickly left them, recognizing that the well-established First
    Amendment     principles        on    which       it     relied        provided     for     a
    resolution of the issue as a matter of law.                        As it stated, “In
    the instant case, the Court must examine whether the Ordinance,
    82
    on its face, is subject to, and satisfies, the applicable level
    of scrutiny.”       O’Brien, 
    768 F. Supp. 2d at 810
     (emphasis added).
    And from the language of the ordinance, it concluded that the
    strict-scrutiny standard applied and that the ordinance did not
    meet that standard.             Nowhere did the district court consider or
    decide an as-applied review.
    I respectfully submit that under the well-established First
    Amendment    principles          relating    to     compelled      speech,    Baltimore
    City    Ordinance       09-252    cannot,     on    its    face,    withstand      strict
    scrutiny.    The ordinance is content-based, telling a person, not
    otherwise regulated, what to say to a client, even though the
    person may disagree with the speech and would not otherwise say
    what is commanded.              The mandate is imposed on all pregnancy
    centers not providing or referring for abortion, whether they
    are commercial or noncommercial or whether they provide services
    for free or for a fee.             Although the City may have a compelling
    interest    in    prohibiting       the     misrepresentation         of    information
    about abortion, as it claims, the ordinance on its face does not
    prohibit     misrepresentation.                  Indeed,     it     mandates       speech
    regardless of whether the pregnancy center misrepresents or not.
    These    statutorily        based      observations         lead     to      the   legal
    conclusion       that     the     ordinance        is   overbroad     and     therefore
    unconstitutional.          To reach that conclusion does not require
    discovery of the circumstantial facts about how the ordinance
    83
    might apply in any given circumstance.                        I conclude that the
    majority’s decision to remand for the development of irrelevant
    facts is simply misguided.
    The district court’s decision should be affirmed.
    I
    By     way    of     background,      the      City     of    Baltimore     enacted
    Ordinance    09-252       in    December   2009,        regulating      all    pregnancy
    centers that provide pregnancy related services for free or for
    a fee and that either do not provide abortions or refer for
    abortions.        The ordinance requires each one of those centers to
    post one or more signs in its waiting room stating that the
    center “does not provide or make referral for abortion or birth-
    control services.”
    The legislative record indicates that the President of the
    Baltimore    City        Council   introduced        Bill     09–0406    (the     future
    Ordinance    09–252)       after   meeting       with    abortion-rights        advocacy
    groups.      Those groups complained that some pregnancy clinics
    provide   inaccurate        information        to   women     about    abortions.         A
    spokesperson       for    the    City   Council       President       explained      in   a
    public statement:          “The bill deals with whether women are told
    up front what the facts are.               Women need to know up front what
    to expect when they go into these centers.”                       The “Bill Synopsis”
    presented     to    the     City    Council         stated    that     the    Bill    was
    84
    “introduced because of the ‘importance of choice.’”                          And the
    Baltimore City Health Department backed the Bill, based on the
    “purpose      of     the   bill   to   require       limited-service        pregnancy
    centers to provide accurate information about available services
    to clients and potential clients.”                  (Emphasis added).       The Bill
    was enacted in November and became law on December 4, 2009.
    In March 2010, before any enforcement of Ordinance 09–252,
    the Archbishop of Baltimore, St. Brigid’s Roman Catholic Church,
    and the Greater Baltimore Center for Pregnancy Concerns, Inc.
    (“the Pregnancy Center”) commenced this action against the Mayor
    and City Council of Baltimore, challenging the constitutionality
    of the ordinance and alleging that it violates the Free Speech
    and   Free    Assembly     Clauses     of    the    First   Amendment,      the   Free
    Exercise Clause of the First Amendment, the Equal Protection
    Clause of the Fourteenth Amendment, and the Conscience Clause in
    Maryland Code Ann., Health–Gen. § 20–214(a).
    The     complaint     alleges    that        the   Pregnancy   Center       is   a
    “limited-service pregnancy center,” as defined in Ordinance 09–
    252, operating in Baltimore City from two locations.                       The Center
    provides      free    services    to   pregnant      women,   such    as    pregnancy
    testing;       classes      in    prenatal         development,      post-pregnancy
    parenting, and life skills; Bible studies; and material support
    for   women    through     its    “Hannah’s      Cupboard”    program,      including
    diapers, formula, baby and maternity clothes, toys, and books.
    85
    It   also     provides      women      with      information       on     “abstinence        and
    natural family planning, which are recognized forms of birth
    control,” but does not provide referrals for abortions or other
    methods      of    birth   control,         asserting      that    it     does    not   do    so
    “[b]ased on moral and religious beliefs.”                          The Pregnancy Center
    does not charge its clients for its services.
    The   complaint       alleges        that       Ordinance   09–252        specifically
    targets pro-life pregnancy centers such as the Pregnancy Center
    and thus “regulates communications at the Pregnancy Center that
    are personal, moral, religious, and political.”                            It also states
    that   “[b]y       requiring       a   disclaimer         that    the   Center      does     not
    provide or refer for abortions, the Ordinance compels Plaintiffs
    to deliver the implied message that these services are available
    elsewhere         and     should       be    considered,”          thus     appearing        to
    legitimize         such    services,        in        violation    of     the     plaintiffs’
    beliefs.          The complaint objects to the ordinance’s requirement
    that the Pregnancy Center “post a sign saying that it does not
    provide birth-control services,” when in fact it does “in the
    form of education about abstinence and natural family planning.”
    The plaintiffs seek a declaratory judgment that the ordinance is
    unconstitutional on its face and/or as applied to them and an
    injunction prohibiting the ordinance’s enforcement.                                 Some two
    months after they filed their complaint, but before the City
    filed its answer, the plaintiffs also filed a motion for partial
    86
    summary      judgment    on    their   free     speech      and   equal     protection
    claims.
    The     City   argued     that    the     plaintiffs’       summary      judgment
    request was premature in that the City had not been afforded the
    opportunity     to   conduct     discovery       or    to   fully    develop     expert
    testimony on key factual issues.                  The City contended that it
    needed “to conduct discovery concerning the advertising that the
    Pregnancy     Center     and   other    limited-service           pregnancy    centers
    employ . . . [to] demonstrate its deceptive character.”                             The
    City also asked for discovery “to develop factual support for
    [the City’s] argument that the services offered by [the Center]
    are a form of commerce, and, therefore, the disclaimer required
    by the Ordinance is commercial speech, subject only to rational
    basis scrutiny -- not strict scrutiny.”                  Finally, the City asked
    for   “the    opportunity      to    develop    expert      testimony     to    provide
    factual support for the propositions that deceptive advertising
    by limited-service pregnancy centers threatens public health in
    a variety of ways.”
    Following a hearing on the motion for summary judgment, as
    well as on other motions, the district court entered an order
    dated January 28, 2011, denying the City’s request for further
    discovery on the ground that it was not necessary to the issue
    being     decided;      granting     the    Pregnancy       Center’s      motion    for
    summary      judgment    on    its   free     speech    claim;      and   entering   a
    87
    judgment permanently enjoining the enforcement of the ordinance.
    In granting summary judgment to the Pregnancy Center, the court
    held that Ordinance 09-252 was unconstitutional based on its
    legal conclusions that the ordinance compelled speech; that it
    was content-based and therefore subject to strict scrutiny; and
    that   it     was        not    narrowly    tailored          to   fit   the     City’s    stated
    interest in enacting the ordinance.                       O’Brien, 
    768 F. Supp. 2d at 812-14, 816-17
    .
    II
    This is not a hard case, and the First Amendment analysis
    is straightforward.
    For     a     facial       challenge,     we      look       to    the    face     of   the
    ordinance          and    are     “careful     not       to    go    beyond      [its]     facial
    requirements and speculate about ‘hypothetical’ or ‘imaginary’
    cases.”       Wash. State Grange v. Wash. State Republican Party, 
    552 U.S. 442
    , 449-50 (2008).                    But the assessment may consider the
    application          of    the     regulation       to     others,        not    just     to   the
    plaintiffs, to determine whether there are conceivable instances
    of overbreadth.                See Bd. of Trustees of State Univ. of N.Y. v.
    Fox,   
    492 U.S. 469
    ,    483-84    (1989).           Thus,     when     conducting     a
    facial       review       under     the     First    Amendment,           we    “construe      the
    statute      and     determine       whether        ‘a    substantial           number    of   its
    applications         are       unconstitutional,          judged     in    relation       to   the
    88
    statute’s plainly legitimate sweep.’”                       Preston v. Leake, 
    660 F.3d 726
    , 739 (4th Cir. 2011) (quoting United States v. Stevens,
    
    559 U.S. 460
    , 
    130 S. Ct. 1577
    , 1587 (2010)).
    Ordinance      09–252     targets             “limited-service             pregnancy
    centers,” which are defined as “any person”
    (1) whose primary purpose                is    to   provide       pregnancy-
    related services; and
    (2) who:
    (i) for a fee or           as a free service, provides
    information about           pregnancy-related services;
    but
    (ii) does not provide or refer for:
    (A) abortions; or
    (B) nondirective             and    comprehensive            birth-
    control services.
    Baltimore City Health Code § 3–501 (emphasis added).                              Under the
    ordinance,    “[a]    limited-service           pregnancy         center       must   provide
    its     clients      and     potential          clients       with         a     disclaimer
    substantially to the effect that the center does not provide or
    make   referral    for     abortion    or       birth-control        services.”            Id.
    § 3-502(a).       This disclaimer must be made through one or more
    “easily readable” signs that are “conspicuously posted in the
    center’s waiting room” and written in English and Spanish. Id.
    § 3–502(b).        The     failure    to    comply         with    the     terms      of   the
    ordinance is punishable by a citation carrying a maximum civil
    penalty of $150. Id. § 3-506(a).
    89
    On its face, Ordinance 09-252 compels speech.                       A pregnancy
    center that does not provide or refer for abortions must post
    the sign containing the mandated language.                     A pregnancy center
    is thus required to participate in the City’s effort to tell
    pregnant   women    that    abortions       are    available         elsewhere    as   a
    presumably acceptable alternative, regardless of the moral and
    religious beliefs of the center.
    As    a   matter      of     logic    and     Supreme       Court     precedent,
    “[m]andating    speech     that     a    speaker   would       not    otherwise   make
    necessarily alters the content of the speech.”                       Riley, 
    487 U.S. at 795
    .    Accordingly, compelled speech must be addressed as “a
    content-based regulation of speech.”                   
    Id.
     (citing Miami Herald
    Publ’g Co. v. Tornillo, 
    418 U.S. 241
    , 256 (1974)).                       Of course, a
    content-based speech regulation is subject to the “most exacting
    scrutiny,” the strict scrutiny standard.                   Turner Broadcasting,
    
    512 U.S. at 642
    ; Riley, 
    487 U.S. at 796
    ; see also United States
    v.   Playboy   Entm’t      Group,       Inc.,    
    529 U.S. 803
    ,     813   (2000).
    Indeed,    strict   scrutiny        applies       even    in    cases     where    the
    compelled disclosure is limited to factually accurate or non-
    ideological statements.           Riley, 
    487 U.S. at 797-98
    ; Hurley v.
    Irish-Am. Gay, Lesbian & Bisexual Group of Boston, 
    515 U.S. 557
    ,
    573 (1995) (“[The] general rule that the speaker has the right
    to tailor the speech, applies not only to expressions of value,
    opinion, or endorsement, but equally to statements of fact”).
    90
    In an effort to avoid strict scrutiny of Ordinance 09-252,
    the City contends that the ordinance compels only commercial
    speech and therefore is subject to a lower level of scrutiny.
    Commercial speech is defined as “expression related solely to
    the    economic         interests      of     the     speaker      and     its    audience.”
    Central Hudson Gas & Elec. Corp. v. Pub. Serv. Comm’n of N.Y.,
    
    447 U.S. 557
    , 561 (1980).                The hallmark of commercial speech is
    that it “does no more than propose a commercial transaction.”
    Bolger      v.   Youngs       Drug    Prods.    Corp.,       
    463 U.S. 60
    ,       66    (1983)
    (internal        citation      and     quotation       marks       omitted).           In    some
    circumstances, speech may be classified as commercial even when
    it “cannot be characterized merely as proposals to engage in
    commercial transactions.”                Id.; see also 
    id. at 67-68
     (holding
    that     advertisements              discussing        the      health          benefits       of
    contraceptives were commercial speech); Wag More Dogs, LLC v.
    Cozart,      
    680 F.3d 359
    ,    370     (4th     Cir.       2012)    (holding          that
    business’        outdoor      mural    was     commercial      speech       where      business
    conceded that the mural was advertising, the mural included part
    of    the    business’        logo,     and     the    business          “had    an    economic
    motivation for displaying the painting”).                           But speech does not
    “retain[]        its    commercial       character       when       it     is    inextricably
    intertwined with otherwise fully protected speech.”                               Riley, 
    487 U.S. at 796
    .
    91
    Here, the enacted text forecloses the City’s argument that
    the    ordinance         targets       only       commercial             speech      because       the
    ordinance        imposes      a   disclosure           requirement         on       all    speakers,
    regardless         of    economic      motivation.                 The     ordinance            applies
    wholesale to any person who “for a fee or as a free service”
    provides         information       about         pregnancy.              The    ordinance          thus
    imposes its disclosure requirement wholly indifferent to whether
    the    speaker      “propos[es]        a        commercial         transaction.”                Central
    Hudson, 
    447 U.S. at 562
    ; see also Centro Tepeyac v. Montgomery
    Cnty, 
    779 F. Supp. 2d 456
    , 463-65 (D. Md. 2011) (noting that
    similar provisions applying to persons who provide services for
    free “cannot rely on commercial speech cases”), affirmed, Centro
    Tepeyac, ___ F.3d at ___, No. 11-1314(L), at 11-12.
    In    a    similar     effort       to    avoid       the    application            of    strict
    scrutiny,        the     majority     maintains          that       the    commercial           speech
    inquiry is “fact-driven” and that therefore “discovery is needed
    to    substantiate        .   .   .   whether          the   Center       possesses         economic
    interests apart from its ideological motivations.”                                   Ante, at 45-
    46.     But       this    approach         is    flawed.           The    Pregnancy         Center’s
    motivation for its provision of free information is irrelevant
    to the inquiry of whether the ordinance, on its face, compels
    noncommercial speech.                 The ordinance reaches beyond this one
    pregnancy center and imposes the requirement of a disclaimer
    sign    on   every       speaker      --    commercial         or    not       --    who    provides
    92
    information         “for    a    fee     or       as    a    free      service.”         The    plain
    language of the ordinance focuses not on the economic motive of
    the person, but on the content of the person’s speech.                                          It is
    therefore       untenable          for      the        majority         to   assert      that     the
    commercial motive of this pregnancy center is a relevant fact
    yet to be determined.
    Thus,     as    a    noncommercial,              content-based            regulation,      the
    ordinance is subject to strict scrutiny, see Centro Tepeyac, 
    779 F. Supp. 2d at 468
           (holding,            with       respect     to    a     similar
    provision,       that       “strict      scrutiny           applies”),        affirmed,         Centro
    Tepeyac, ___ F.3d at ___, No. 11-1314(L), at 12, and “[c]ontent-
    based [speech] regulations are presumptively invalid,” R.A.V.,
    
    505 U.S. at 382
    .                The City bears the burden of rebutting the
    presumption of invalidity.                    See Playboy Entm’t Group, 
    529 U.S. at 816-17
    .          Indeed, “[i]t is rare that a regulation restricting
    speech because of its content will ever be permissible.”                                       
    Id. at 818
    .     The City can, nonetheless, rebut the presumption if it is
    able to show that the ordinance is “narrowly tailored to promote
    a compelling Government interest.”                          
    Id. at 813
    .          And to do this,
    it   must      show     that     the     ordinance            is       the   least      restrictive
    alternative to serve the government’s purpose.                                   Id.; Ashcroft v.
    ACLU, 
    542 U.S. 656
    , 666 (2004).
    The     City    maintains         that      it       has    a    compelling       government
    interest       in     assuring,        as     a    health          concern,       that       pregnancy
    93
    centers      do    not   misrepresent         information       about    abortion,       a
    concern that it grounds in the Waxman Report and the report of
    the NARAL Pro-Choice Maryland Fund.                   It also contends that the
    ordinance narrowly addresses this concern by requiring pregnancy
    centers to post the mandated sign in their waiting rooms.
    The district court accepted the City’s stated interest in
    the ordinance as a compelling one and elected to assess the
    question of whether the ordinance was narrowly tailored to serve
    that    interest.        I    too    would    bypass     any     inquiry      about    the
    sufficiency of the City’s stated government interest and address
    the    question     of   whether      it   is      narrowly     tailored.        If    the
    ordinance is not narrowly tailored to serve the City’s stated
    interest, then it must be invalidated as unconstitutional.
    The   inquiry     into       whether       Ordinance    09-252    is    narrowly
    tailored is a purely legal question:                     “Whether [a] regulation
    meets     the     ‘narrowly     tailored’         requirement     is    of    course    a
    question of law . . . .”              United States v. Doe, 
    968 F.2d 86
    , 88
    (D.C. Cir. 1992); see also Vill. of Schaumburg v. Citizens for a
    Better Env’t, 
    444 U.S. 620
    , 634 (1980) (whether an ordinance is
    overbroad is “a question of law that involved no dispute about
    the characteristics of” the plaintiff).                       A statute is narrowly
    tailored only “if it targets and eliminates no more than the
    exact source of the ‘evil’ it seeks to remedy.”                               Frisby v.
    Schultz, 
    487 U.S. 474
    , 485 (1988).                  “Broad prophylactic rules in
    94
    the   area     of    free   expression      are   suspect.       Precision    of
    regulation must be the touchstone in an area so closely touching
    our most precious freedoms.”          NAACP v. Button, 
    371 U.S. 415
    , 438
    (1963) (citations omitted).
    A regulation is not narrowly tailored when, among other
    things,     (1)     it   does   not   advance     the   purported   compelling
    interest, e.g., Meyer v. Grant, 
    486 U.S. 414
    , 426 (1988); (2) it
    is overinclusive, e.g., Simon & Schuster, Inc. v. Members of the
    N.Y. State Crime Victims Bd., 
    502 U.S. 105
    , 121–23 (1991); or
    (3)   the         government    has    other,      less    speech-restrictive
    alternatives available, e.g., Playboy Entm’t Group, 
    529 U.S. at
    816–17.     Ordinance 09–252 fails under all three tests.
    First, the ordinance does not target the stated government
    interest of eliminating false advertising.                   It does not even
    mention false advertising, and its substance does not address
    it.
    Second, the ordinance is overinclusive because it applies
    equally      to     pregnancy   centers     regardless     of   whether      they
    advertise and, if they advertise, regardless of whether they
    engage in false advertising.              See FEC v. Mass. Citizens for
    Life, Inc., 
    479 U.S. 238
    , 265 (1986) (stating that for a law to
    be narrowly tailored “government must curtail speech only to the
    degree necessary to meet the particular problem at hand” and
    95
    “must avoid infringing on speech that does not pose the danger
    that has prompted regulation”).
    Third,     several       alternatives    to   address       the   problems
    purportedly targeted by the ordinance are available and would
    impose a lesser burden on speech.               Most obviously, the City
    could speak with its own voice.             It might, for example, use its
    own resources to undertake public education campaigns addressing
    the alleged dangers of pregnancy centers or, more generally,
    promoting consultations with physicians for pregnant women.                    Cf.
    44 Liquormart, Inc. v. Rhode Island, 
    517 U.S. 484
    , 507 (1996)
    (“It is perfectly obvious that alternative forms of regulation
    that would not involve any restriction on speech would be more
    likely      to       achieve     the    State’s      goal     of        promoting
    temperance. . . .          [E]ducational      campaigns     focused      on    the
    problems of excessive, or even moderate, drinking might prove to
    be more effective”).            This is the same alternative that the
    district court found available in Centro Tepeyac, 
    779 F. Supp. 2d at
    469 n.9, to support in part its finding that a similar
    provision      was    likely    unconstitutional     and    that    this      court
    affirmed in Centro Tepeyac, ___ F.3d at ___, No. 11-1314(L) at
    13-14.
    As another alternative, the City could produce a document
    or   website     listing   local    pregnancy     centers   and    noting     what
    services are available at each.               See Riley, 
    487 U.S. at
    800
    96
    (“[T]he     State        may    itself     publish    the    detailed    financial
    disclosure forms it requires professional fundraisers to file.
    This procedure would communicate the desired information to the
    public without burdening a speaker with unwanted speech”).
    And    as    yet    another     alternative,     the   City     could   always
    pursue the option of prosecuting violations of its criminal and
    civil laws that proscribe false or deceptive advertising.                         See
    Riley, 
    487 U.S. at 800
    ; see also Nefedro v. Montgomery Cnty.,
    
    996 A.2d 850
    , 863 (Md. 2010) (holding that fraud laws were a
    less restrictive alternative to a law prohibiting remuneration
    for fortune-telling).
    That the City resorted to speech restrictions before trying
    these or other less restrictive alternatives is more than enough
    to   render    the   ordinance        unconstitutional.         See    Thompson    v.
    Western States Med. Ctr., 
    535 U.S. 357
    , 373 (2002) (“If the
    First Amendment means anything, it means that regulating speech
    must be a last -- not first -- resort”).
    The additional discovery ordered by the majority would not
    eliminate or even mitigate these narrow-tailoring problems.                       The
    ordinance’s infirmity in this regard is apparent on its face.
    Cf. Sable Commc’ns of Cal., Inc. v. FCC, 
    492 U.S. 115
    , 129
    (1989)      (affirming          district    court’s    grant     of     preliminary
    injunction        where        the   pre-enactment     record       contained     “no
    legislative findings that would justify us in concluding that
    97
    there is no constitutionally acceptable less restrictive means,
    short of a total ban, to achieve the Government’s interest”);
    Solantic, LLC v. City of Neptune Beach, 
    410 F.3d 1250
    , 1274
    (11th Cir. 2005) (invalidating content-based sign regulation on
    appeal   from    the    denial      of      a    preliminary       injunction    because
    “[t]he First Amendment questions . . . [were] purely legal” and
    “only minimally intertwined with the facts”).
    Tellingly,        the    majority        does     not    dispute   the    fact    that
    discovery would not be needed to determine whether the language
    of the ordinance advances the stated government interest or is
    overinclusive     --    two    of     the       three    ways    that   can    render    an
    ordinance not narrowly tailored.                     But it nonetheless states that
    the City “must be accorded the opportunity to develop evidence
    disproving      the    effectiveness            of     purported    less      restrictive
    alternatives to the Ordinance’s disclaimer.”                        Ante, at 53; cf.
    Centro   Tepeyac,       ___    F.3d      at     ___,    No.     11-1314(L),     at    13-14
    (holding to the contrary with respect to a similar provision).
    It is remarkable that this is discovery that the City never
    requested.
    Finally, the majority adds the careless declaration that:
    [T]he City must be accorded the opportunity to develop
    evidence relevant to the compelling governmental
    interest and narrow tailoring issues, including, inter
    alia, evidence substantiating the efficacy of the
    Ordinance in promoting public health.
    98
    Ante, at 53.          This declaration of loosely mixed principles is,
    as it stands, irrelevant to any issue, but it appears mostly to
    collapse     two      burdens       that    the    government         has    under       strict
    scrutiny.        First,       the    government      was      required       to    advance    a
    compelling       governmental         interest      in    mandating         speech.        With
    respect    to    that,       the    majority       fails      to   recognize        that    the
    district    court       assumed      that    the    government        had    appropriately
    claimed      a        compelling            interest          in      prohibiting           the
    misrepresentation of information about abortion.                            Thus, there is
    no issue of fact to resolve.                      Second, the government had the
    burden to show that its regulation of speech -- i.e., mandating
    the   posting      of    a    sign     with    specific        content       in     pregnancy
    centers’ waiting rooms -- was narrowly tailored to serve the
    compelling      governmental          interest.          As   to   this,     the     majority
    fails to recognize that that issue was a question of law.                                   See
    Village of Schaumburg, 
    444 U.S. at 634
    ; Doe, 
    968 F.2d at 88
    .                                 To
    resolve such a question of law, all that need be done is an
    analysis of the statute’s language to determine if it “targets
    and eliminates no more than the exact source of the ‘evil’ it
    seeks to remedy.”         Frisby, 
    487 U.S. at 485
    .
    In short, to respond to the self-evident proposition that
    discovery    is    not       needed    in    resolving        questions       of    law,    the
    majority     fabricates        fact     issues      where      none    exist       and     then
    criticizes      the     dissenting         opinions,      stating,      “The       dissenters
    99
    would wholly exempt the Center from fundamental procedures to
    which all civil litigants are both subject and entitled.”                              Ante,
    at 58.      Indeed, it inflates the postured balloon, suggesting
    even a constitutional issue in denying discovery.                             See ante, at
    59 (“We, however, are not so dismissive of the Federal Rules of
    Civil Procedure, which, as the Supreme Court has underscored,
    ‘are   designed      to     further    the     due       process      of    law     that    the
    Constitutional guarantees’”).                 The majority’s drama about its
    role in protecting the Federal Rules of Civil Procedure and the
    U.S. Constitution does not, however, advance its argument that
    it   can   ignore    the     reality    that       the        district     court    ruled    on
    questions    of     law,    questions        that        do    not   need    discovery      to
    resolve.
    III
    At bottom, we have a City ordinance that targets, on its
    face and by design, all pregnancy centers that do not provide
    abortions or do not refer clients for abortions.                            Purportedly to
    remedy misrepresentations being made by these pregnancy centers
    about abortion, the ordinance requires each center to put a sign
    in   its   waiting    room    announcing           to    clients     that    the    abortion
    alternative    is    not     provided    at        the    center,     even    though       such
    center     might     hold    the      view     that       abortion         should    not    be
    considered as an alternative at all.                          Such an approach invades
    100
    the   most     fundamental          freedom         of   speech,      mandating       that    the
    pregnancy centers speak a message with which they profoundly
    disagree.       Even though the City may have a compelling interest
    in preventing misrepresentations about abortion, it is not free
    to    impose      a       requirement         of    speech      on    those     who    do     not
    misrepresent.             Ordinance 09-252 mandates the antidote on all
    persons who refuse to provide or refer for abortion, regardless
    of    whether     they       have    misrepresented            or     are    misrepresenting
    abortion information.               On its face, the ordinance is overbroad
    and unconstitutional.                See Centro Tepeyac, 
    779 F. Supp. 2d at 468-69
     (holding similar provision likely not narrowly tailored),
    affirmed, Centro Tepeyac, ___ F.3d at ___, No. 11-1314(L), at
    13-14.
    The    majority,            however,         refuses     to     consider       the     legal
    questions raised by the Pregnancy Center’s facial challenge and
    reaches, in its far-ranging opinion, irrelevant and ideological
    facts    about        a    case    not    presented       to     conclude      that        summary
    judgment was inappropriate.                    I disagree and conclude that the
    district     court        properly       recognized       the       issues    that    could    be
    decided      as       a     matter       of        law   and        found    the      ordinance
    unconstitutional.             That legal analysis is not a difficult one
    101
    and, I submit, readily leads to the district court’s conclusion.
    Accordingly, I would affirm. ∗
    Judges Wilkinson, Shedd, and Agee have asked me to show
    them as joining this opinion.
    ∗
    While I dissent from the court’s remand, I concur in its
    judgment that the Archbishop and St. Brigid’s Catholic Church
    lack standing to challenge the ordinance.
    102
    

Document Info

Docket Number: 11-1111, 11-1185

Citation Numbers: 721 F.3d 264

Judges: Agee, Duncan, Floyd, Keenan, King, Motz, Niemeyer, Shedd, Traxler, Wilkinson, Wynn

Filed Date: 7/3/2013

Precedential Status: Precedential

Modified Date: 8/6/2023

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