The firearm industry trade association is calling so-called “mainstream” media onto the carpet for hiding the number of common semi-automatic rifles owned by lawful American citizens in order to help bolster legislative proposals to ban such firearms.
In a news story published on its website, the National Shooting Sports Federation (NSSF) focused on the current proposed ban in the Virginia legislature, highlighting coverage by WHSV 3 News, which reported: “If passed, the proposal would prohibit the manufacture, sale, import, purchase and transfer of many semi-automatic rifles, pistols and shotguns that meet its newly expanded definition of ‘assault firearms.’ This definition is based on features such as pistol grips, threaded barrels, adjustable stocks and detachable magazines.”
“Virginia’s not alone,” Larry Keane, NSSF senior vice president and general counsel, wrote in the report. “Other anti-gun state legislatures are proposing bans on so-called ‘assault weapons’ too, but as media continues to cover these bills, are they purposefully low-balling just how extremely popular, and commonly owned, they’ve become? Simple internet searches seem to show the answer is ‘yes.’”
As Keane explained, nearly all media outlets are relying on old figures for reporting AR-style rifles, which NSSF calls modern sporting rifles (MSRs). Of late, the Washington Examiner put the number at 24.4 million, the Washington Post reported 20 million and NBC News reported 24.4 million. Even Google AI puts the number at 16 to 24.6 million.
While those numbers might sound pretty high—after all, 24 million is a lot of MSR owners—it’s a gross underestimate, according to Keane. Keane wrote that the NSSF recently released its “2025 Firearm Production in the United States” report, which includes firearm import and export data, as well. The report includes the most recent figures gathered from industry manufacturers that is up-to-date as of 2023 production.
In fact, the report compiles the most current and accurate information available based on data sourced from the Bureau of Alcohol, Tobacco, Firearms and Explosives’ (ATF’s) Annual Firearms Manufacturing and Export Reports (AFMER).
“All told, industry data reveals that 32,091.000 modern sporting rifles (MSRs) are in circulation since 1990,” Keane wrote. “While MSR production slowed down slightly between 2022 and 2023, coming off scorching hot sales during COVID and the early Biden administration, the estimated total amount of MSRs produced since 1990 increased by 4.5 percent, bringing the total to 32 million from 30.7 million.”
Keane said that for media outlets to use old numbers off by 33% or more is disingenuous and either sloppy reporting or hiding the truth.
“Media outlets covering firearm-related legislative proposals in Virginia, New Mexico and elsewhere need to include the most current figures to give readers a clearer understanding that these lawful rifles are commonly owned and popular for use for a variety of lawful reasons, including recreational target shooting, hunting, varmint control and home defense,” he said.
Ultimately, Keane believes the 32 million number is big enough that if the media were to report it accurately, it could change the outcome of some of the gun-ban proposals.
“32 million is a big, big number,” he concluded. “Journalists reporting on gun control proposals in the states or in Washington, D.C., should recognize just how commonly owned these firearms are and that precedent demonstrates entire classes of commonly owned firearms cannot be banned.
“Truthfully reporting to readers and audiences just how popular they are is critical to ensure Second Amendment rights are not infringed by gun control activists using scare tactics and lies.”
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