Does the FTC actually have the power to set rules like this effectively now that Chevron deference isn't a thing? I'd imagine e.g. the New York Times, among others, will quickly sue to stop this, no?
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My expectation is a case will quickly be brought in the Northern District of Texas, they'll rule it unlawful (following Commissioner Holyoak's lead), then it'll get bumped up to the 5th Circuit on appeal and they'll issue a stay.
I don't expect to see this rule take affect anytime soon, if ever.