Friday 21 October 2005

Congress Passes Gun Shield Law; NRA Planning 'Fire Away' Marketing Campaign

Promo Aimed At Boosting Sales; Florida Seen As First Test For Ads Pushing 'Stand Your Ground'

The National Rifle Association achieved its long-time priority yesterday as Congress approved the Gun Liability Bill, by a vote of 263-144, paving the way for gun manufacturers to be shielded from lawsuits.

"As of Oct. 20, the Second Amendment is probably in the best shape in this country that it's been in decades," beamed Wayne LaPierre, the NRA's chief executive.

A similar bill passed the Senate in July and President Bush is expected to eagerly sign it into law.

The bill is designed to end a bevy of lawsuits by individuals and city and state governments looking to hold the gun manufacturers and dealers liable for negligence when their guns are used in the commission of crimes.

There are exceptions that will be allowed in certain cases, such as criminal behavior on the part of the gun makers and dealers, and knowingly selling a gun to a person who has failed a criminal background check.

LaPierre says that the NRA will celebrate, once the President signs the bill, by launching a national marketing campaign, titled "Fire Away". The ads, in print, television and direct mail will be partially subsidized by the gun manufacturers.

"This will be an extensive marketing effort," said LaPierre. "We've been alittle … gunshy, if you will, to roll this out without this key legislation."

LaPierre said that there will be special deals for multiple weapons purchased, discounts for NRA members and that the marketing campaign will be launched first, in Florida.

"We're going to be emptying the warehouses … Guns and Gear and everything in-between."

Earlier this year, the Florida legislature, championed by Governor Jeb Bush, passed the 'Stand Your Ground' law, which allows Florida citizens to shoot an attacker or if felt threatened, provided they are a registered and licensed gun owner. The law also gives immunity from criminal or civil charges to a shooter as long as the person shot is not a police officer.

"I believe Floridians will welcome these ads," said LaPierre. "We expect to increase our NRA membership significantly in Florida now that we have these two laws."

LaPierre offered that as part of the "Fire Away" campaign, the NRA will sponsor classes in Florida, to "better educate" Floridians and to teach them "when to shoot".

"In today's world," offered LaPierre, "you can't take any threat too lightly."

Critics of the Florida law deride it as the "Shoot First" law and have taken to greeting tourists entering Florida with leaflets warning of potentially dire circumstances.

Sponsored by the Brady Campaign To Prevent Gun Violence, arrivals at airports are given the leaflets, with red, bold type, which read, in part;

"Do not argue unnecessarily with local people. If someone appears to be angry with you, maintain to the best of your ability a positive attitude, and do not shout or make threatening gestures."

Governor Bush dismissed the Brady Campaign as "pure, unadulterated politics". He refutes charges that the NRA helped fund the push to make 'Stand Your Ground' alw by pointing to a 34-year low in state crime statistics to demonstrate that Florida is not a haven for violence.

LaPierre stated that the 'Fire Away' marketing campaign may include embracing legislative agenda fights in other states, to have a comparable 'Stand Your Ground' law passed in "some key areas for us".

"One way to look at this," said LaPierre, "is that, now, the NRA, and the gun manufacturers, can openly, unabashedly and enthusiastically assist American citizens in arming and protecting themselves."

" With the threat of lawsuits gone, it's the more guns, the merrier."

The Brady Campaign wants to see scence like this avoided in Florida, where citizens are threatened with violent weapons.