All companies marketing the sale of firearms should adhere to responsible practices across all advertising that ensure children are protected from harmful content. We call on the industry to adopt and implement the following guidelines. We call on media platforms hosting marketing, such as social media platforms, to uphold these minimum standards. Our guidelines have all been modeled across multiple commercial industries and represent the basic principles of responsible marketing.
Marketing Content Should:
1. Only direct marketing to adults over the legal age to purchase a firearm, and promote firearm use in a responsible manner.
2. Not depict objects, images, game-like or cartoon figures that primarily appeal to children under the legal purchase age.
3. Not promote, depict, or encourage illegal, irresponsible, or unsafe use of firearms.
4. Not show illegal activity including the use of drugs, alcohol abuse, violent crimes, sexual harassment, indecent exposure, or hate speech.
5. Not create an association with anti-social or dangerous behavior.
6. Not promote firearm purchase as a “rite of passage” to adulthood or claim a person can obtain social success due to purchase of the product.
7. Not use graphic or gratuitous nudity, overt sexual activity, promiscuity, or sexually lewd images or language.
8. Not rely upon sexual prowess or sexual success as a selling point for the brand.
9. Not degrade the image, form, or status of women, any religion, race, sexual orientation, physical or mental disability.
10. Ensure that influencers or endorsers receiving paid or in-kind incentives for marketing adhere to these same marketing standards and disclose any financial relationship with a firearm brand.
