- The gunmaker that made the rifle used in Uvalde advertises aggressively online, the NYT reports.
- Daniel Defense was an early adopter of advertising directly to consumers online, per the outlet.
- Its website promotes a buy-now, pay-later payment plan, and it runs “Call of Duty”-inspired ads.
The gunmaker that made the rifle used in the Texas elementary-school shooting uses online direct-to-consumer advertising tactics to attract young buyers, according to The New York Times.
Daniel Defense also runs ads modeled after the popular video game “Call of Duty,”most likely also aimed to appeal to a younger audience, per the Times. The Uvalde shooter is said to have bought the rifle used in the attack days after his 18th birthday.
The Times reported how Daniel Defense also runs a buy-now, pay-later payment plan, which is advertised on the home page of its website.
The financing program allows buyers to spread out the cost of an assault-style rifle, some models of which retail for more than $1,800, over numerous pay periods in “three easy steps.”
The plan is in partnership with Credova, a buy-now, pay-later company, according to Daniel Defense’s website.
The Uvalde shooter reportedly bought a military-style rifle online from Daniel Defense a week before the massacre which left 19 children and two adults dead on May 24.
Legislators in several US states are pushing to strengthen gun laws. Gov. Phil Murphy of New Jersey called on his state’s senate last week to pass a bill that would raise the legal gun-purchasing age to 21 from 18, progress on which was stalled last year.
Gov. Gavin Newsom of California also said that he would move to expedite stricter gun laws, including allowing people to sue gun manufacturers, according to Forbes.
The Times also reported last week that Daniel Defense was one of many gun manufacturers that received pandemic aid from the US government in 2020. It was granted a $3.1 million loan through the Paycheck Protection Program.
Daniel Defense didn’t immediately respond to a request for comment from Insider. The Times reported CEO Marty Daniel did not respond to their requests for comment.
In a statement posted on its website, Daniel Defense said it was “deeply saddened by the tragic events in Texas.”
“Our thoughts and prayers go out to the families and community devastated by this evil act,” the statement continued.
“As reported in Governor Abbott’s press conference, it is our understanding that the firearm used in the attack was manufactured by Daniel Defense. We will cooperate with all federal, state, and local law enforcement authorities in their investigations.
“We will keep the families of the victims and the entire Uvalde community in our thoughts and our prayers.”
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