For a quarter century, Don’t Lie for the Other Guy™ has stood as a key pillar of the firearm industry’s longstanding investment in community safety. Championed by the National Shooting Sports Foundation (NSSF) and in partnership with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), the Don’t Lie for the Other Guy™ program assists firearm retailers in detecting and preventing “straw purchases.”
A straw purchase is when someone buys a firearm for a person who is prohibited from purchasing or possessing one. Don’t Lie for the Other Guy™ educates the public that this is a serious federal crime with severe penalties. Just as importantly, it equips retailers and their teams with highly visible point-of-sale materials, posters, digital ads, and other outreach to amplify the message in communities: if you’re thinking about buying for someone else, don’t. This dual emphasis creates a safer environment for retailers, employees, and customers alike.
For FFLs, the benefits are concrete:
- Stronger deterrence at the door. Prominent signage and consistent messaging make would-be straw purchasers think twice before attempting an illegal buy.
- Trusted partnerships. Working alongside NSSF and the ATF fosters a collaborative relationship focused on safety and crime prevention.
- Community trust. When customers and neighbors see a store standing up for safety, it builds credibility and long-term goodwill.
Marking the 25th anniversary is more than a celebration of longevity. It’s a recommitment to a proven strategy. Over the years, the campaign has evolved with new materials, creative, and targeted outreach in markets where law enforcement and retailers identify heightened risks. While criminals continually try new tactics, the fundamentals remain sound: educate, deter, and support those on the front lines of lawful commerce.
For retailers, now is a great time to refresh and re-engage:
- Review your team’s training and brief new hires on straw purchase indicators.
- Display current Don’t Lie for the Other Guy™ materials prominently at entrances, counters, and transfer areas.
- Revisit refusal-of-sale procedures so every staff member knows the steps and feels supported.
- Connect NSSF for updated resources and pertinent regional campaign information.
For firearm owners and the broader public, the message is equally clear: helping someone skirt the law isn’t worth 15 years in jail. If a friend or acquaintance asks you to buy a gun for them, say no.
NSSF’s portfolio of community safety programs is built on partnerships, practical tools, and measurable safety gains. Don’t Lie for the Other Guy™ exemplifies that spirit. Twenty-five years on, it continues to protect communities, support responsible retailers, and reinforce the shared commitment that safety is everyone’s responsibility.
Here’s to the next 25 years of doing what works: educating customers, empowering FFLs, and keeping firearms out of criminal hands––together.
For more information on this or any other NSSF program, please visit https://nssfrealsolutions.org/programs/dont-lie-for-the-other-guy/
