Highlights: The promotional tactics that gun manufacturers and sellers use with social media, video games, and other entertainment are the focus of a new report from Sandy Hook Promise, the gun-violence prevention group led by parents of children killed in the elementary school massacre 11 years ago in Newtown, Connecticut. The report, “Untargeting Kids,” highlights how the gun industry shifted away from a longstanding culture of safety and responsibility to cultivate a market of young consumers—a demographic inundated with social media and uniquely vulnerable, according to researchers, to provocative and seductive messaging.

Social media companies have banned the direct sales of guns on their platforms, but that doesn’t stop the firearms industry from promoting or amplifying gun content from high-profile figures. One example cited in the report is a January 2020 Instagram post from gun manufacturer Daniel Defense that features a photo of music star Post Malone showing off one of its AR-15-style rifles, the MK18, while standing in front of a bar stocked with liquor.

The gun industry has favored aggressive marketing for more than a decade, as companies realized that vast profits could be made from the increasingly popular AR-15-style rifles.