Because then it won't apply to the Internet. Or TV.
Or for that matter the parts of the print media that don't use printing presses.
The government claims some sort of right to require "truth in advertising" ~ that is, commercial speech, or press, is not free.
Justice Thomas is currently the ONLY justice on the USSC who believes that freedom of speech and press should apply to commercial speech.
I agree with him.
Makes me feel like I'm living in a Fascist Dictatorship too! (BTW, that comes from years of regulating commercial speech ~ the angst of the state censor. People who don't agree with me on this issue do not, of course, love their own children.)
Cable TV is not subject to state oppression ~ when it comes to content, but the current FCC Fascist in Chief wants to get around to that and make you watch NOT FOX LEFTWINGARD ALL THE TIME network ~ he's even got a Commie Surname!