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Libel
There are always exceptions to the rules.
I wonder if the owner of this billboard could be prosecuted under truth in advertising laws.
I’m reminded of Pizza Hut suing Papa John’s for their slogan “Better ingredients. Better pizza. Papa John’s.” for a non-verifiable claim. Papa John’s’ counter argument was the slogan is boastful as most slogans are; in fact they could only find one slogan that was 100% verifiably factual and that was Sony’s slogan “It’s a Sony.”
Love is dead, there is only pay.