Firearms advertising is highly regulated and subject to strict legal, platform, and publisher controls. Approval depends on jurisdiction, audience eligibility, creative execution, and inventory selection. Even when creatives meet regulatory requirements, publishers may reject firearm-related ads based on internal policies.

Creative compliance

Creative is a list of creative guidelines:

• Avoid depictions of illegal, unsafe, or irresponsible firearm use.
• Do not associate firearms with violence, aggression, or anti-social behavior.
• Do not promote weapon modification accessories, ammunition, or explosives.
• Use neutral or safety-focused messaging such as responsible ownership or secure storage.
• Clearly state all legal, eligibility, and safety disclaimers.
• Highlight safety products, training programs, or firearm education as alternatives to direct sales.
• Only promote firearms in jurisdictions where advertising is legal.

Audience and geo compliance

Age targeting

Age targeting must be limited to 21+. Opt-in or adult-verified environments are recommended where available.

Geo restrictions

Some states (e.g. California, New York, Illinois) have additional restrictions or outright bans on firearms ads, especially for assault weapons or high-capacity magazines. Targeting residents in these states may be prohibited or limited.

States with heightened restrictions include:

• California Business & Professions Code
• Illinois Firearms Industry Responsibility Act
• New York Senate Bill S7640

Recommended brand safety and contextual settings

Brand safety

• Use DoubleVerify to exclude mobile apps related to age and content advisory ratings, such as Everyone (4+), and apps rated for Tweens (9+), Teens (12+), and Mature (17+).
• Consider including the Firearms category under content and keyword targeting to control contextual adjacency.

AdSquare

• Requires compliance with all applicable laws and permits for sensitive product advertising.
• Firearms-related data usage is regulated. Advertisers may need to confirm licensing and legal eligibility before measurement is enabled.

Inventory eligibility

CTV and Programmatic Publishers

• Many premium publishers block firearm content entirely.
• Approval often requires direct deals.
• Avoid content that promotes the sale or use of firearms, weapon modification accessories, ammunition, or explosives, particularly in environments where the content is likely to be viewed by children. 

Exchanges: Campaigns must only target the following exchanges: AcuityAds Exchange, Index Exchange, Magnite DV+, or PubMatic.

Whitelists: Refer to the Firearms Accepted table. Whitelisting is optional but may reduce reach and available inventory.

Available deals: Index Exchange Firearms Display.

Declarations

• Advertiser declaration: Retail
• Campaign declaration: Hunting or Shooting (Sensitive)

Supported and non-supported ad formats

Supported with restrictions

• DOOH using custom PMP deals only

Not supported

• Audio

Point of contact

Contact your Account Manager for approval guidance, deal access, or compliance support.

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FAQs

Why do firearms campaigns show limited reach even after approval?

Firearms campaigns show limited reach because many publishers block firearm content regardless of legal compliance. Inventory access often relies on direct deals, approved exchanges, or optional whitelists. These constraints reduce available impressions even when targeting and creative settings meet all requirements.

Can firearms ads run on connected TV inventory?

Firearms ads rarely run on connected TV inventory because many CTV publishers prohibit firearm-related content. Approval usually requires direct publisher agreements and sensitive category declarations. Without approved deals, most CTV supply remains unavailable for firearms campaigns.

Is audience data usage restricted for firearms advertising?

Audience data usage is restricted for firearms advertising due to sensitive product regulations. Measurement or data activation may require confirmation of licensing and legal eligibility. Platforms may disable certain data features until advertisers complete required declarations or compliance checks.

What should marketers do before launching a firearms campaign?

Marketers should confirm legal eligibility by state, review creative for safety-focused messaging, verify age targeting, and request inventory guidance. Early coordination with an account manager helps secure approved deals and prevents launch delays caused by compliance or publisher restrictions.

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