In the landmark case of New York Times Co. v. Sullivan, decided in 1964, the U.S. Supreme Court established the standard for proving libel against public figures. The case arose when L.B. Sullivan, a public official in Alabama, sued the New York Times for publishing an advertisement that he claimed defamed him. The Court ruled that public figures must show actual malice—knowledge of falsity or reckless disregard for the truth—when bringing libel suits. This decision significantly strengthened the freedom of the press under the First Amendment by protecting media organizations from lawsuits based on false statements unless they were made with actual malice. The ruling emphasized the importance of robust debate and criticism in a democratic society, allowing the press to report on public officials without fear of retribution for unintentional inaccuracies.