Responsible Firearms Marketing Act (S. 3875)

Summary

The Responsible Firearms Marketing Act is a bill introduced in the U.S. Senate on February 12, 2026. The main purpose of the bill is to direct the Federal Trade Commission (FTC) to:

1. Conduct a study: The FTC would conduct a study to identify potentially unfair or deceptive acts or practices in the advertising and marketing of firearms, including:

   • Advertising that may appeal to individuals under 18 years old
   • Advertising that may imply or encourage illegal use of firearms
   • Marketing of semi-automatic assault weapons

2. Report to Congress: The FTC would submit a report to Congress within 2 years, along with recommendations for any necessary legislation or administrative action.

3. Promulgate regulations: Within 18 months of submitting the report, the FTC would issue regulations to prohibit any unfair or deceptive acts or practices related to the advertising or marketing of firearms by manufacturers, dealers, or importers. This would include prohibiting:

   • Advertising designed to appeal to minors
   • Advertising that implies or encourages illegal use
   • Marketing of semi-automatic assault weapons

The bill would empower the FTC to enforce these new regulations in the same manner as the Federal Trade Commission Act, including imposing penalties on violators.

Key Impacts

• Manufacturers, dealers, and importers of firearms would be subject to new FTC regulations restricting certain advertising and marketing practices.
• The public and policymakers would gain insights from the FTC's study into potentially harmful or deceptive firearms marketing.
• Depending on the FTC's findings and regulations, the bill could impact how firearms are advertised and marketed in the United States.

Timeline

• February 12, 2026: Bill introduced in the Senate
• Within 2 years: FTC submits report to Congress
• Within 18 months of report: FTC must promulgate new regulations