Prohibited Content: Firearms & Ammo

Why This Rejection Happens

Firearms, ammunition, and weapon parts fall under the "F" in SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco). Marketing the sale of these items is strictly prohibited on 10DLC by major carriers. Even if you are a licensed FFL dealer, SMS marketing for guns is blocked.

• Keywords: "Gun", "Ammo", "Rifle", "Pistol", "Silencer", "Tactical Gear".
• Images of firearms on the campaign website homepage.
• Lack of an Age Gate (18+ or 21+) on the website.
• Sending alerts about "Restock: 9mm ammo available".

Root Cause Analysis

Primary Triggers

• Direct Sale Prohibition: Carriers block the direct marketing of firearms to prevent straw purchases and illegal trade facilitation via their networks.
• Accessory vs. Weapon: Sometimes, marketing for non-lethal accessories (holsters, safes, clothing) gets flagged because the website also sells guns. If the website sells guns, the campaign is often rejected regardless of the specific message content.

Permissibility Matrix

Step-by-Step Remediation

Install an Age Gate

If you sell anything related to firearms, you must have an age verification popup on your website entrance (18+ or 21+ depending on state). Failure to have this is an automatic rejection for Code 702.

Pivot to Transactional/Safety

If you operate a range or training center, ensure your sample messages are strictly about "Safety Class Reminders" or "Range Reservations." Do not include any language about "Gun Sales" or "Ammo Discounts."

Pre-Resubmission Checklist

• My website has a functioning Age Gate popup.
• I have selected the "Age Gated Content" attribute in TCR.
• I have removed all marketing language regarding firearm sales.

Analyze Your Risk

Detect weapon-related keywords that trigger rejections.

Need Help with Restricted Content?

Firearms compliance is tricky. Let our experts review your campaign before you resubmit.

What reviewers check for code 702

Code 702 is reported as "Prohibited Content: Firearms & Ammo". Carriers restrict or prohibit messaging that promotes the sale of firearms, ammunition, firearm accessories, explosives and other weapons, and prohibit content about illegal weapons entirely. Reviewers check the brand vertical, website catalog and sample messages for weapon sales or promotion.

Where code 702 comes from

Code 702 is a vetting rejection reason applied during brand or campaign review and passed back to you by your CSP. It identifies the specific deficiency the reviewer found, so fixing exactly that item is the fastest route to approval. It is marked Critical: it describes content or a business model carriers do not permit, so the campaign cannot be approved until that content is removed, not just reworded.

Fix and verify before resubmitting

1. Remove promotional messages about firearms, ammunition, parts or weapons from the program.
2. Limit messaging to non-promotional account, order or event information if the business sells these products.
3. Make sure the website linked in messages does not lead directly to weapon sales pages.
4. State in the campaign description that no weapon promotion will be sent.
5. Consider toll-free or other channels only where the provider explicitly allows the content.
6. Resubmit with a note that references code 702 (Prohibited Content: Firearms & Ammo) and lists each change made.

Sample resubmission note

Many CSPs let you add a note for the reviewer when you resubmit. A short, specific note shows what changed and speeds up the second review. Example for Fernway Goods:

Fernway Goods corrected the deficiency reported as code 702 (Prohibited Content: Firearms & Ammo). Changes made: remove promotional messages about firearms, ammunition, parts or weapons from the program; limit messaging to non-promotional account, order or event information if the business sells these products; make sure the website linked in messages does not lead directly to weapon sales pages. All URLs, keywords and auto-replies were re-tested from an external network before this resubmission, and the campaign text now matches the live opt-in exactly.

Common mistakes that keep code 702 coming back

• Sending sale announcements for ammunition or accessories.
• Linking to a storefront category of firearms in otherwise neutral messages.
• Describing a shooting range program with sale promotions mixed in.

Related rejection codes

• Code 7011: Prohibited Illegal Firearms
• Code 7009: Prohibited Illegal Weapons
• Code 2131: Verbal Script Missing STOP Instructions
• Code 2128: Opt-in Form Missing HELP Instructions
• Code 2127: Verbal Script Missing STOP Instructions
• Code 2126: Opt-in Form Missing STOP Instructions

Frequently asked questions about code 702

Can a shooting range or sporting goods store use 10DLC?

Often yes for non-promotional messages such as reservations, class schedules and order pickup, without promoting weapon sales.

Are knives and self-defense products covered by code 702?

Carriers treat weapons broadly. Avoid promoting any product designed as a weapon.

Legal Disclaimer: This guidance provides general information about carrier policies regarding firearms content (Code 702). It does not constitute legal advice regarding Second Amendment rights or commerce laws. Carriers are private entities with the right to restrict content.

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