September 3, 2026

Palm Beach County Campaign Targets Illegal Gun Purchases

DELRAY BEACH, Fla. — NSSF^®, The Firearm Industry Trade Association, together with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) and the Department of Justice (DOJ), announced a month-long public education campaign running through early October. This campaign is designed to remind the greater Palm Beach County, Fla., area public about stiff penalties facing individuals convicted of unlawful firearm purchases. The “Don’t Lie for the Other Guy^TM” campaign is in its 26th year and drives home the message that anyone making an illegal firearm purchase faces a federal felony penalty of up to 15 years in prison and up to $250,000 in fines. The program is funded in full by the firearm industry and is now also complemented by additional federal funding allocated to ATF by Congress. Palm Beach County was chosen for this specific campaign by ATF.

“The firearm industry has always been fully committed to keeping firearms out of the hands of those who should not possess them. In its 26th year, we are especially proud to launch this ‘Don’t Lie for the Other Guy’ public awareness campaign in Palm Beach County as part of our cooperative relationship with the ATF, the DOJ and the entire law enforcement community. Our goal is to assist them in their efforts to reduce criminal acquisition of firearms and to keep communities safe,” said NSSF President and CEO Joe Bartozzi.

This month-long “Don’t Lie” public education campaign in and around the Palm Beach County area is robust and will deliver more than 35 million media impressions once completed in early October. This includes an outdoor campaign on 17 billboards strategically placed along the busiest highways and high-traffic roads throughout Palm Beach County, as well as more than 5.4 million targeted impressions across Facebook, Instagram and mobile display, including more than 1.3 million geofenced mobile display ads in and around Palm Beach County, all with the message reminding the public: “Buy a gun for someone who can’t and buy yourself 15 years in jail. Don’t Lie for the Other Guy.” There will also be more than 1,200 radio spots that will run on five of the top FM radio stations in Palm Beach County.

To legally purchase a firearm at retail, a person must pass an FBI National Instant Criminal Background Check System verification, or NICS background check, and fully comply with all state and local laws. When a criminal is illegally trafficking firearms or knows they cannot pass this check, they may try to induce a friend or acquaintance to make the purchase for them. This is known as a “straw” purchase and is a felony.

The “Don’t Lie for the Other Guy” program also involves educating firearm retailers to better detect and prevent straw purchases by providing “Don’t Lie for the Other Guy” retailer kits containing a training video and information for storeowners and staff, as well as point-of-purchase displays aimed to deter illegal straw purchasers.

Learn more about “Don’t Lie for the Other Guy” at www.dontlie.org.

About NSSF

NSSF is the trade association for the firearm industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of thousands of manufacturers, distributors, firearm retailers, shooting ranges, sportsmen’s organizations and publishers nationwide. For more information, visit nssf.org.

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