by Paul Alan Levy
Suppose a company were to design a formula to rank other companies with respect to their overall desirability to potential customers. After creating a complicated formula, the company would accumulate a database of factual information, relying largely on information gathered from the other companies, but also relying on inputs from other sources; each of these inputs would be quantified using a proprietary method; finally, the company would plug all of this quantitative data into a computer that would crunch the numbers and publish a ranking.
Suppose as well that this ranking gains an important reputation in the marketplace. So if you have your own business, your company’s position on the resulting ranking list, compared to its rivals, can mean differences of millions of dollars in new business; ranking can, indeed, make or break your business.
If you don’t like where you rank, can you sue the creator of the ranking for libel? Can the ranking creator defend itself on the ground that the ranking is, after all, an opinion, and opinions are constitutionally protected because “Under the First Amendment there is no such thing as a false idea.” Or does the First Amendment not apply at all because the ranking formula was applied by a computer, and computers don’t have free speech rights?
As the alumnus of a college that proudly rejects the proposition that the quality of educational institutions can be “measured by a series of data points,” I will take any opportunity to denigrate the Useless News and World Distort rankings of colleges, law schools and institutions of higher education. But it would never have occurred to me to offer a “speech by computer” theory as a basis for denying that the ranking is speech or that it is protected opinion. Maybe a stupid opinion, but that is not a basis for shutting the raters down, or enjoining them to change their rating criteria. Indeed, this theory seems to me absurd — it is not the computers that have free speech rights, any more than printing presses have free speech rights. It is the media companies that own the printing presses that have free speech rights, and by the same token it is the people and companies who program the computers and publish the results of their calculations that enjoy protection under the First Amendment. But the proposition that computers don’t have free speech rights underlies a recent op-ed by Columbia University Law School professor Timothy Wu, who argues that Google’s search ranking results should be denied First Amendment protection.