Houston Targeted in 25th Year of “Don’t Lie for the Other Guy” Campaign
Houston – May 22, 2025 –
The “Don’t Lie for the Other Guy” campaign is targeting Houston, Texas, as the focus of its 25th-anniversary public awareness initiative. The campaign, a collaborative effort by the NSSF, ATF, and DOJ, aims to deter straw purchases, where individuals illegally purchase firearms for others. This aims to stem the tide of prohibited individuals obtaining guns, and prevent the severe legal consequences that follow, especially, but not limited to in this city.
houston Targeted in 25th Year of “Don’t Lie for the Other Guy” Campaign
may 22, 2025
Houston, Texas, is the focus of a month-long public education initiative emphasizing the severe consequences of illegal firearm purchases.The “Don’t Lie for the Other Guy” campaign, now in its 25th year, is a collaborative effort between the National Shooting Sports Foundation (NSSF), the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), and the department of Justice (DOJ).The campaign aims to deter straw purchases,where individuals illegally buy firearms for others who are prohibited from owning them.
The Stakes Are High
Purchasing a firearm for someone who is legally prohibited from owning one is a federal felony. Conviction carries a potential sentence of up to 15 years in prison and a fine of up to $250,000. The “Don’t Lie for the Other Guy” campaign underscores this message through various media channels.
Did you know? The “Don’t Lie for the Other Guy” campaign is fully funded by members of the firearm industry and is now complemented by federal funding allocated to ATF by Congress.
Industry Commitment
The NSSF emphasizes the firearm industryS dedication to preventing firearms from falling into the wrong hands. Joe Bartozzi, NSSF President and CEO, stated:
the firearm industry has always been fully committed to keeping firearms out of the hands of those who should not possess them.In its twenty-fifth year, we are especially proud to launch this ‘Don’t Lie for the Other Guy public’ awareness campaign in Houston as part of our cooperative relationship with ATF, DOJ and the entire law enforcement community to assist them in their efforts to reduce criminal acquisition of firearms and to keep communities safe.
Joe Bartozzi, NSSF President and CEO
Campaign Reach
The Houston-area campaign is projected to generate over 45.8 million media impressions through a multi-faceted approach:
- Outdoor Advertising: 45 high-impact billboards and posters throughout Houston. the message: “Buy a gun for someone who can’t and buy yourself 15 years in jail. Don’t Lie for the Other Guy.”
- Radio: Over 400 radio spots on two top FM stations.
- Digital: 3.75 million targeted impressions across Facebook, Instagram, and mobile display.
Legal Firearm Purchases
To legally buy a firearm from a licensed retailer, individuals must pass an FBI National Instant Criminal Background Check System (NICS) verification and comply with all state and local laws. Attempts to circumvent this process through straw purchases are illegal and carry severe penalties.
Pro tip: Firearm retailers play a crucial role in preventing straw purchases. The “Don’t Lie for the Other Guy” program provides free retailer kits with training videos, information, and point-of-purchase displays to help detect and deter illegal purchases.
Retailer Education
The “Don’t Lie for the Other Guy” program includes educating firearm retailers to better detect and prevent straw purchases by providing free “Don’t Lie for the Other Guy” retailer kits containing a training video and information for storeowners and staff,and also point-of-purchase displays aimed to deter illegal straw purchasers.
Learn More
For more information, visit www.dontlie.org.
Frequently Asked Questions (FAQ)
About NSSF
The National Shooting Sports Foundation (NSSF) is the trade association for the firearm industry. Formed in 1961, NSSF’s mission is to promote, protect, and preserve hunting and the shooting sports. Its membership includes thousands of manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations, and publishers nationwide. For more information, visit nssf.org.
