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September 3, 1997

Regulating Firearm Advertisements-Reply

JAMA. 1997;278(9):703. doi:10.1001/jama.1997.03550090027022

To the Editor.  —At the outset, it may be helpful to recall what our article did (and did not) conclude. We found convincing arguments can be made that a number of handgun advertisements are unfair, deceptive, or both, because they do not present consumers with accurate information about the risks of gun ownership in the home or because they depict unsafe storage practices. Despite the content of the foregoing letters, our article does not advocate "trying to remove guns from those of us who respect and admire them."Dr Orr and Dr Blackman each cite a survey by Kleck and Gertz to support their point that handguns frequently are used in self-defense. The reasons that this survey is incapable of yielding an accurate estimate of defensive gun use are described at length in the Hemenway1 work referenced in our article and in 2 other recently published works by Cook et al.2,3