California Gun Marketing Law Struck Down — Major First Amendment Victory

Austin Reville
Mar 21
3 min read

The California State High School Clay Target League is one of the biggest trap leagues in the U.S.

After a four-year legal battle that forced widespread compliance across the firearms industry, California has officially lost—and the implications are significant. A federal court has struck down California’s controversial law targeting firearm-related marketing, ruling it unconstitutional and permanently blocking its enforcement.

What the Law Did

The law in question, California Business and Professions Code Section 22949.80 (AB 2571), was passed in 2022 and signed by Governor Gavin Newsom. It imposed harsh penalties—up to $25,000 per violation—for marketing firearms or firearm-related products to individuals under 18. However, the scope of the law went far beyond traditional advertising.

It included promotion of firearm ownership or use, advertising of firearm-related products, and even communication about events where firearms were used or sold. In practice, this created a chilling effect across the entire firearms community.

Industry-Wide Impact

California Governor Gavin Newsom (D) has been a long Anti-2A advocate and leader in the Gun Control Movement

If you’ve noticed gun-related websites asking users to verify their age before accessing content, this law is why. To avoid massive fines, companies across the industry implemented age-gating systems, restricted content, and limited outreach—often going far beyond what was reasonable or necessary. The impact didn’t stop at websites.

Youth shooting sports were hit particularly hard. Organizations like the California State High School Clay Target League reportedly shut down entirely, fearing that even basic communication—such as emailing match schedules—could be interpreted as illegal “marketing.”

The Court’s Ruling

That all changed this week. In Safari Club v. Bonta, a federal court ruled that the law violated the First Amendment, stating:

“Section 22949.80, in its entirety, violates the First Amendment of the United States Constitution.”

The ruling permanently blocks California from enforcing the law in any form. In addition, the plaintiffs—including the Congressional Sportsmen’s Foundation, Safari Club International, Sportsmen’s Alliance Foundation, and others—were awarded $481,792 in legal fees, to be paid by the California Department of Justice.

Why This Matters

At its core, this case wasn’t just about firearms—it was about free speech. The First Amendment protects truthful, lawful communication, including commercial speech. The court made it clear that the government cannot broadly restrict speech simply because it involves firearms.

As noted by legal counsel involved in the case, truthful and non-misleading advertising is protected unless it directly promotes illegal activity. California’s law failed that test.

A Warning for the Rest of the Country

At 2 If By Sea Tactical, we see this as more than just a legal victory—it’s a warning. This law attempted to restrict access to information, suppress lawful communication, and target an entire industry through indirect regulation. It did so under the guise of “protecting minors.”

We’re seeing similar strategies emerge in other states—including efforts here in Minnesota—where lawmakers attempt to regulate firearms not just through bans, but through speech, marketing, and access to information. This ruling is a reminder that constitutional rights don’t exist in isolation.

When the government attempts to restrict the Second Amendment, it often runs into the First. When one right is allowed to be chipped away, others are not far behind. For now, California’s attempt to silence firearm-related speech has been stopped. However, as we’ve seen time and time again, these efforts don’t end—they evolve. That’s why staying informed and engaged matters now more than ever.

Here at 2 If By Sea Tactical we strive to bring you the best experience in the firearms world. As we continue to grow the media arm of 2 If By Sea, make sure you keep tuning in to our Youtube and Rumble channels and right here at “The Patriot’s Almanac” to stay informed on the latest happenings in the firearm world! But we are not lawyers, so this isn't legal guidance. We are proud to be Southern Minnesota source for all things 2A.