Research Reveals Minors Frequently Exposed to Gun Ads Online

Recent research by Sandy Hook Promise reveals that a vast majority of boys aged 10 to 17 in the U.S. are regularly exposed to gun advertisements online, with 82% reporting they have seen such ads and over half encountering sexualized firearm content weekly. These ads often feature firearms branded with children's characters or are promoted by young influencers, fueling concerns about how gun marketing targets minors and shapes their perceptions of guns as symbols of power and masculinity. Parents are largely unaware of the specific nature and frequency of this exposure. Experts and advocates liken current gun marketing tactics to those once used by the tobacco and alcohol industries, warning of the normalization of gun ownership among children at a time when firearms are the leading cause of death for U.S. youth. While some lawmakers have proposed or enacted regulations to curb firearm marketing to minors, inconsistent enforcement and legal challenges have limited their effectiveness. Advocacy groups are calling for stricter regulation and greater awareness to protect young people from predatory gun advertising practices.