The NFL has ordered the Fox TV network to reject a commercial from gun manufacturer Daniel Defense that was due to air during the Super Bowl, Guns & Ammo reports
Fox, which is broadcasting the game Feb. 2 from MetLife Stadium in East Rutherford, N.J., sent a message to the Georgia-based company, saying, “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 regulations have a "prohibited" advertising category, which includes contraceptives, male enhancement products, tobacco products, energy drinks, malt beverages, fireworks, and firearms.
The NFL rules stipulate: "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."
In the commercial, a young father is seen with his wife and baby while declaring, "My family's safety is my highest priority. I am responsible for their protection and no one has the right to tell me how to defend them."
The ad ends with a background voice saying, "Daniel Defense. Defending your nation, defending your home."
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But Guns & Ammo, an advocate of the Second Amendment, claims that Daniel Defense’s Super Bowl commercial does not violate NFL policy because it has a brick-and-mortar store where they sell other products, such as clothing. Also, it says that the ad does not mention firearms, ammunition or weaponry.
But the controversial commercial does include a logo of their DDM4 rifle at the end. On learning of the ad ban, the company said it was willing to replace the logo with an American flag and/or the words "Shall not be infringed."
After the NFL refused to budge, Guns & Ammo pointed out that "ads featuring violent movies and video games continue to appear regularly during NFL broadcasts."
Daniel Defense's most popular products are AR-15 rifles and carbines, a style of rifle which has come under fire, for both appearing and functioning like its military counterpart the M-4, according to The Washington Times
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