Guns & Ammo: NFL Vetoes Gun Company's Super Bowl Ad, Even Though Ad Follows Guidelines

Guns & Ammo magazine is reporting that the National Football League has nixed a prospective Super Bowl ad produced by Daniel Defense, a firearms manufacturing company based in Georgia, despite the fact that the ad in question does not even violate the league's official advertising policy. [h/t Stephen Gutowski, formerly of NB sister site MRCTV.org, now with Capitol City Project]

"The commercial, which focuses on themes of personal protection and fundamental rights, was originally created by Daniel Defense to run in any network TV station at any time," G&A editors noted in a November 27 post,  adding (emphasis mine; WATCH video embedded below the page break):


The NFL’s Advertising Policy addresses several Prohibited Advertising Categories, including guidelines for ads featuring alcohol, video games, movies, prescription drugs, and, of course, firearms.

The firearms portion of the NFL’s Prohibited Advertising Categories states:

“5. Firearms, ammunition or other weapons are prohibited; however, stores that sell firearms and ammunitions (e.g., outdoor stores and camping stores) will be permitted, provided they sell other products and the ads do not mention firearms, ammunition or other weapons.”

According to these guidelines, Daniel Defense’s Super Bowl commercial does not violate NFL policy for two reasons:

  • Daniel Defense has a brick-and-mortar store, where they sell products other than firearms such as apparel.
  • The commercial itself does not mention firearms, ammunition or weaponry.

While Daniel Defense’s commercial does not mention firearms, it does include a logo of their DDM4 rifle at the very end.

When the NFL denied the ad, Daniel Defense immediately offered to replace the DDM4 logo with an American flag and/or the words “Shall not be infringed.”

The NFL replied with another non-negotiable denial.

Interestingly enough, the NFL’s decision to deny the ad comes after Daniel Defense ran a commercial in local Georgia markets during the 2012 Super Bowl XLVI on NBC, with no objection from the NFL. That particular commercial pictured the manufacture of firearms and concluded with a clip of Larry Vickers shooting a rifle.

Great work by the folks at Guns & Ammo. For the full article, click here.

Ken Shepherd
Ken Shepherd
Ken Shepherd is the Managing Editor for NewsBusters