Long v. Bankers Life and Casualty Company

HEFLIN, Chief Justice:

This is a certiorari to review a decision of the Court of Civil Appeals. The factual setting and procedural steps of this case are recorded in two decisions of the Court of Civil Appeals. For a more complete discussion of the underlying facts, see 48 Ala.App. 570, 266 So.2d 780 (1972) 1 , and 54 Ala.App. 604, 311 So.2d 324 (1974). A brief chronology of the factual context and procedural steps of this litigation may be beneficial in understanding the posture of this case.

Bankers Life and Casualty Company (Bankers Life) sent advertising brochures to all American Express…