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NSSF Promotes ‘Don’t Lie for the Other Guy®’ Program in St. Louis Area 

As part of the firearm industry’s ongoing national effort to help prevent illegal “straw” purchases of firearms, NSSF® has purchased billboard, radio, public transit and streaming radio service and online digital advertisements for the “Don't Lie for the Other Guy®” program in key locations throughout the greater St. Louis region with the message: “Buy a gun for someone who can't and buy yourself 15 years in jail. Whatever you do … Don't Lie for the Other Guy.” The one-month campaign is now underway and will run through the end of April.

“Don’t Lie” is a cooperative program between the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), the Department of Justice (DOJ) and NSSF, as the trade association for the firearm industry. The effort was developed more than two decades ago to raise public awareness about the seriousness of the crime of purchasing a firearm for someone who cannot legally do so.

As you know, the “Don’t Lie” program also assists local FFLs by providing resources so you can be better educated and prepared to detect and deter potential illegal straw purchases. The public campaign drives home the message that anyone attempting an illegal firearm purchase faces a stiff federal felony penalty of up to 15 years in prison and a fine of up to $250,000, as well as an additional 15 years in prison if the straw purchase is made with the intent of trafficking across state lines.

The St. Louis area “Don’t Lie” campaign will total nearly 43 million gross media impressions and include more than 25 outdoor billboards, digital bulletin boards and posters. There are also more than 1,000 radio spots playing and nearly 680,000 digital streaming radio service impressions. On social media, “Don’t Lie” advertisements total more than 2.5 million targeted geofenced online mobile advertisements on Facebook and Instagram.

St. Louis was chosen for this special campaign at the request of ATF. The campaign is funded entirely by the firearm industry.

Learn more about “Don’t Lie for the Other Guy” and obtain a free “Don’t Lie” training kit at For questions about the retailer component of the program, contact John McNamara at For questions about the public awareness campaign, contact Mark Oliva at

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