Digital gun advertising is a complex issue, particularly in light of recent gun violence. The majority of major search engines and social media marketing platforms have strict rules about firearms and related products. However, with creative strategies and adherence to platform policies, it is possible for ranges and retailers to run effective campaigns on these platforms.

Using platforms like Facebook, Instagram, YouTube, Rumble (formerly Twitter), and X (formerly Twitter) can be an excellent way to reach a broad audience of people interested in shooting, hunting, and outdoor sports. These platforms can be used to promote your range and products while positioning your brand as a trusted, reputable resource.

Digital Gun Advertising Methods

Gun manufacturers and influencers use social media to market their products to millions of followers. Their content often includes images of handguns or rifles, though they also advertise shotguns. The ads are targeted to specific audiences based on their interests and geographic location.

The content created by these influencers and manufacturers is intended to appeal to a younger audience. Several studies show that young boys are exposed to the highest levels of firearm advertising. In one study shared exclusively with Newsweek by Sandy Hook Promise and KRC Research, 82 percent of young boys reported seeing at least one gun advertisement online. These included guns branded with children’s cartoon characters, and even one ad showing a firearm shaped like Hello Kitty.

Ranges and retailers can combat the impact of Big AdTech by softening their ad creative and running very general “brand” campaigns, as opposed to product specific advertising. They can also consider using platforms that explicitly allow for firearms advertising, such as Topple, a venture-backed marketplace connecting advertisers with millions of customers across America every day.