Advertising’s Not to Be Confused With Freedom

* In your story on the lingerie shop’s revealing billboard (June 16), Santa Clarita Mayor George Pederson expresses his sympathy with those residents opposed to it, but he states, “The First Amendment is still in place.”

I am opposed to the First Amendment’s being used as a tool to protect advertising. The billboard in question is a purchased communication with only one purpose behind it--to sell. It is not an application of an inalienable right which the power of our freedom of speech is drawn from. It is a commodity. It should be held accountable to quality standards just like any other commodity (and regulated if necessary).

The shop has the responsibility not to offend the community it does business in. Mayor Pederson has the responsibility to represent the wishes of the residents of his town. The residents have the responsibility not to let our freedom of speech be trivialized as a defense for selling underwear.

PAUL REGINA

Studio City