Guns&Ammo is reporting that the commercial Daniel Defense wanted to run didn’t mention the company’s popular DDM rifles – or firearms at all – but instead focused on “personal protection and fundamental rights.”
The firearms portion of the NFL’s Prohibited Advertising Categories states:
“5. Firearms, ammunition or other weapons are prohibited; however, stores that sell firearms and ammunitions (e.g., outdoor stores and camping stores) will be permitted, provided they sell other products and the ads do not mention firearms, ammunition or other weapons.”
According to these guidelines, Daniel Defense’s Super Bowl commercial does not violate NFL policy for two reasons:
Daniel Defense has a brick-and-mortar store, where they sell products other than firearms such as apparel.
The commercial itself does not mention firearms, ammunition or weaponry.
View the ad for yourself:
Fox Network (which is airing the Superbowl this year) sent a statement to Daniel Defense that read: “Unfortunately, we cannot accept your commercial in football/Super Bowl spots due to the rules the NFL itself has set into place for your company’s category.”
The NFL’s official Advertising policy mentions several “Prohibited Advertising Categories,” but the commercial was in full compliance.
The ad does have an image of a rifle at the end of the commercial.
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