‘US firearms industry marketing to children’
WASHINGTON (AFP) — The American firearms industry is targeting children as young as six with brightly colored guns and encouraging parents to let children take up shooting at an early age, according to a report released Thursday.
The Violence Policy Center, which aims to stop gun violence, said in its report that gun manufacturers are marketing to the youngest consumers because their primary market — white men — is aging.
“The firearms industry has set its sights on America’s children. Much like the tobacco industry’s search for replacement smokers, the gun industry is seeking replacement shooters,” the group said in a statement.
“Along with the hope of increased gun sales, a corollary goal of this effort is the creation of the next generation of progun advocates for future political battles.”
Examples of “aggressive efforts” to market to children include rifles made with plastic parts so they are easier to handle, with less weight and recoil, the report said. Some manufacturers sell firearms in a variety of kid- friendly bright colors, including pink for girls.
The report also pointed out that the firearms industry and its lobby want parents to let their children “access guns at the earliest possible age.”
The National Rifle Association (NRA), the main gun lobby in the US, previously had a website for its junior members, divided into “Under 8” and “8 and Up,” the Violence Policy Center said.
Now called “NRA Family,” the website’s content includes a 2014 article reviewing the Thompson/ Center HotShot youth rifle, calling it “a tiny gun intended for the very youngest shooters — the ultimate first gun.”
According to the group Everytown for Gun Safety, seven children and teens are killed with guns in the US on an average day.
The NRA did not immediately respond to an after-hours call seeking comment Thursday evening.