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Daniel Defense recently submitted a commercial to FOX to be played during the 2014 NFL Super Bowl XLVIII. Though the video doesn’t showcase one of the company’s popular DDM4 rifles, this paid advertisement spot was rejected by the NFL.
The commercial, which focuses on themes of personal protection and fundamental rights, was originally created by Daniel Defense to run in any network TV station at any time.
According to a statement from FOX to Daniel Defense, “Unfortunately, we cannot accept your commercial in football/Super Bowl spots due to the rules the NFL itself has set into place for your company’s category.”
The NFL’s Advertising Policy addresses several Prohibited Advertising Categories, including guidelines for ads featuring alcohol, video games, movies, prescription drugs, and, of course, firearms.
The firearms portion of the NFL’s Prohibited Advertising Categories states:
“5. Firearms, ammunition or other weapons are prohibited; however, stores that sell firearms and ammunitions (e.g., outdoor stores and camping stores) will be permitted, provided they sell other products and the ads do not mention firearms, ammunition or other weapons.”
According to these guidelines, Daniel Defense’s Super Bowl commercial does not violate NFL policy for two reasons:
While Daniel Defense’s commercial does not mention firearms, it does include a logo of their DDM4 rifle at the very end.
When the NFL denied the ad, Daniel Defense immediately offered to replace the DDM4 logo with an American flag and/or the words “Shall not be infringed.”
The NFL replied with another non-negotiable denial.
Interestingly enough, the NFL’s decision to deny the ad comes after Daniel Defense ran a commercial in local Georgia markets during the 2012 Super Bowl XLVI on NBC, with no objection from the NFL. That particular commercial pictured the manufacture of firearms and concluded with a clip of Larry Vickers shooting a rifle.
Meanwhile, ads featuring violent movies and video games continue to appear regularly during NFL broadcasts.