San Francisco, CA – In a landmark win for freedom, the Ninth Circuit Court of Appeals has struck down California’s controversial law banning firearm-related advertising that could “appeal to minors.”
This decision delivers another blow to the oppreshive state’s ongoing attempts to suppress lawful gun culture under the guise of public safety.
The case, Junior Sports Magazines, Inc. et al. v. Bonta, challenged Assembly Bill 2571, which made it a crime for members of the firearm industry to advertise or promote products in a way that could be “attractive” to minors. The law also prohibited businesses from using or compiling minors’ personal information for marketing purposes and carried stiff civil penalties of up to $25,000 per violation.
The Ninth Circuit’s ruling reversed a lower court decision that refused to block the entire law. The appellate court confirmed that AB 2571 violated the First Amendment in its entirety, calling it an unconstitutional restriction on free speech.
“This ruling strongly affirms that the rights protected by both the First and Second Amendments are fundamental,” said Chuck Michel, President of the California Rifle and Pistol Association (CRPA). “AB 2571 was a blatant attempt to destroy the gun culture, and it’s gratifying to see it roundly rejected by the court.”
Background: Free Speech Under Attack
California’s AB 2571, passed in 2022, was part of Governor Gavin Newsom’s aggressive anti-gun agenda. The law sought to block youth exposure to firearms-related advertising and even shut down magazines like Junior Shooters, which promote safe and responsible youth participation in hunting, competition shooting, and other lawful activities.
Gun rights advocates argued that this was nothing less than viewpoint discrimination—a violation of the First Amendment. They pointed out the hypocrisy of California encouraging youth hunting through permit discounts while simultaneously criminalizing advertisements for hunting gear and safety training.
The law’s challengers included Junior Sports Magazines, CRPA, the Second Amendment Foundation, Gun Owners of California, and other groups. Represented by Michel & Associates, the plaintiffs secured an initial injunction in 2023, but state officials tried to limit that ruling to only parts of the law.
In this latest round, the Ninth Circuit rejected California’s attempt to salvage any part of the ban. The court found that the law failed to show a direct connection between lawful advertising and gun violence and that it burdened free speech far beyond what the Constitution allows.
What’s Next?
While the ruling is a huge victory, gun rights advocates warn that the fight may not be over. California could still appeal to the Supreme Court, though legal observers note that the state failed to convince even one Ninth Circuit judge to support an en banc rehearing earlier in the case.
“This is a major step toward preserving the next generation’s ability to engage in shooting sports and hunting traditions,” said Alan Gottlieb of the Second Amendment Foundation. “It’s also a reminder that attacks on one right often lead to attacks on others. We must remain vigilant.”
For now, the Ninth Circuit’s decision sends a clear message: attempts to erase America’s gun culture through censorship will not stand.
Junior Sports Magazines, Inc. et al. v. Bonta, 2025 07 07 Memorandum Disposition 9th Circuit Court
California Should Just Admit They Have Lost ~ Gun Safety & Junior Sports Censorship Case
I have been certified as a Hunter Education Instructor for decades in a couple of states and got my California certification while I was stationed there. It is this particular statute that caused me to resign my CA certification and stop teaching in California. Progressive Utopias like California use law as a weapon against ideological opponents and not as a means of maintaining civil order. As a result these Godless progressives craft nebulous statutes not to protect people or civil order but to entrap. I stated as much in my letter of resignation. It is a sad reality but there… Read more »
at least they got this right
A small step in the right direction.
I think this is a but a small victory.
This was a losing case and the ninth knew SCOTUS would ream them a new one.
This was an open shut case that Commiefornia did not want in the hands of SCOTUS.
The real issue is how to protect yourself when in Commiefornia as a visitor.