Army sign in firing line

ARMY chiefs have been criticised for a huge recruitment sign that features an array of weapons and the slogan: “Get paid to fire these in your spare time.”

Gun control campaigners have blasted the decision to display the sign on a city street, saying it is promoting violence and appealing to the “worst in human nature”.

It shows the Army logo and images of deadly weapons including hand grenades, an SA80 rifle and a machine gun.

It forms part of a drive to attract reservists for the Fifth Fusiliers – a reserve Armoured Infantry which reinforces the First Fusiliers – at the Army Reserves Centre in Coventry.

A spokeswoman for the Gun Control Network, which campaigns for tighter controls, said: “This sign is absolutely inappropriate. It is pushing the violence of joining the Army, attracting people of a violent disposition rather than those who we would want to join our Armed Forces.

“It is frightening and normalises the use of deadly machine guns. Obviously on civvy street these weapons are banned, so it is saying if you fancy getting your hands on one, then this is how to do it.”

The Armed Forces have recently become more restrained in their recruitment, instead targeting “snowflakes”, “selfie addicts” and “phone zombies” in a controversial but successful 2019 advertising campaign.

But Colonel Richard Kemp, former commander of British forces in Afghanistan, backs the straightforward approach used in the Coventry sign. He said: “It is entirely appropriate. What we want in the Army, including the reserves, is people willing and able to use the weapons and the violence it takes to defend our nation.”

An Army spokesman said: “Our adverts are designed to reflect the variety of experiences the reserves can offer.”

The Advertising Standards Authority confirmed it had received one complaint