January 24, 2024

Las Vegas Campaign Targets Illegal Gun Purchases

NSSF, ATF, DOJ Emphasize ‘Don’t Lie for the Other Guy^™’

Don't Lie For the Other Guy LAS VEGAS — NSSF^®, The Firearm Industry Trade Association, together with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) and the Department of Justice (DOJ), announced a month-long public education campaign reminding the greater Las Vegas area public about stiff penalties facing individuals convicted of unlawful firearm purchases. The “Don’t Lie for the Other Guy™” campaign is in its 24^th year and drives home the message that anyone making an illegal firearm purchase faces a federal felony penalty of up to 15 years in prison and up to $250,000 in fines. An additional 15 years can be added if the straw purchase is made with the intent of trafficking across state lines. The program is funded in full by the firearm industry and now also includes federal funding allocated to ATF by Congress. Las Vegas was chosen for this specific campaign by ATF.

“The firearm industry has always been fully committed to keeping firearms out of the hands of those who should not possess them. This is a critical and never-ending effort. We are proud to launch this public awareness campaign in Las Vegas and of our more than two-decade cooperative relationship with ATF, DOJ and the entire law enforcement community to assist them in their efforts to reduce criminal acquisition of firearms,” said NSSF President and CEO Joe Bartozzi.

The Las Vegas area “Don’t Lie” campaign will total more than 33 million gross media impressions. This includes an outdoor campaign across 30 digital billboards along high-traffic roads and freeways, as well as a transit campaign throughout the region with the message: “Buy a gun for someone who can’t and buy yourself 15 years in jail. Don’t Lie for the Other Guy.” Ads will run on targeted bus routes utilizing 50 bus kings and 75 transit station posters across the market. In addition, the campaign includes 1052 FM radio spots on five of the largest Las Vegas radio stations and more than 3.7 million targeted impressions across Facebook and Instagram, as well as geofenced mobile display ads.

To legally purchase a firearm, a person must pass an FBI National Instant Criminal Background Check System verification, or NICS check, and fully comply with all state and local laws. When a criminal is illegally trafficking in firearms or knows they cannot pass this check, they may try to induce a friend or acquaintance to make the purchase for them. This is a straw purchase and is a felony.

The “Don’t Lie for the Other Guy” program also involves educating firearm retailers to better detect and prevent straw purchases by providing “Don’t Lie for the Other Guy” retailer kits containing a training video and information for storeowners and staff, as well as point-of-purchase displays aimed to deter illegal straw purchasers.

Learn more about “Don’t Lie for the Other Guy” at www.dontlie.org.

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About NSSF
NSSF is the trade association for the firearm industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of thousands of manufacturers, distributors, firearm retailers, shooting ranges, sportsmen’s organizations and publishers nationwide. For more information, visit nssf.org.

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NSSF Media contact:
Mark Oliva
202-220-1340

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