(In some countries, Germany or Norway for example, it is illegal to make disparaging comments about a competitor's product in an advertisement, even if the statements are proven to be true.
Gaines's standard reply to such requests: "Come up with a really stupid ad campaign, and we'll be happy to make fun of it."
In the actual ad, what we are led to believe is that the person is being asked about their first sexual experience, when it turns out the question is about their first time they used the sponsor's product, a liqueur.
Falwell sued Hustler Magazine and its publisher Larry Flynt for invasion of privacy, libel and emotional distress.
The jury found for the magazine on the issue of libel (the fictional advertisement clearly indicated it was a parody), but awarded Mr. Falwell $350,000 in damages for the emotional distress and invasion of privacy claims.