A rule of the Florida Bar (defendant) prohibited personal injury lawyers from sending direct-mail solicitations to accident victims during the 30 day period following an accident. Went For It, Inc. (plaintiff) was a lawyer referral service. Went For It, Inc. filed suit in federal district court to challenge the direct mail rule as violative of the First and Fourteenth Amendments. The federal court of appeals concluded that the rule impermissibly infringed upon the freedom of commercial speech. The Florida Bar petitioned the United States Supreme Court for review.