“She places her gun in a red leather handbag and gets into her car. The gun, in her bag, sits in the front seat of the vehicle as she drives to work. She then brings the gun, still in the bag, to a meeting with colleagues at the office. She then takes the gun, in her bag, to lunch, where she sits at an outdoor cafe. After that, she goes to the gym — and the gun comes with her. Finally, she goes to a shooting range, where she takes the gun out and fires it at a target. “Nice pistol,” says the man next to her.
That’s the plot of a television commercial for Smith & Wesson.
However, almost everything in the ad would be illegal in at least 35 states if the woman did not have a concealed carry permit, which the ad ignores.
A largely overlooked lawsuit is playing out in New Jersey about the way Smith & Wesson advertises its wares, but the truth is the case is about much more than advertising. The outcome could have profound implications for the gun industry.
In business and policy circles, and within the gun industry itself, the case is seen as the country’s most consequential legal battle over the future of gun control.”