Since household gun ownership has steadily declined and the primary gun market of white males continues to age, the firearms industry has set its sights on America’s children, according to a new report by the Violence Policy Center (VPC).

The report, “Start Them Young”–How the Firearms Industry and Gun Lobby Are Targeting Your Children, documents ongoing efforts by the gun industry and gun lobby to market guns to children. And efforts have intensified despite the lethal consequences:  The use of guns by children and teens in suicides, homicides, fatal unintentional shootings, and even mass murder.

The VPC study finds that one of the top marketing priorities of the firearms industry and organizations like the NRA is to promote the use of guns among American children as young as grade-school age.  Marketing efforts include gun industry advertisements, articles and marketing literature; NRA articles and materials for its “Junior Members” and other youth; “For Kids By Kids”articles in the youth-oriented gun publication Junior Shooters; and much more.

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