BELLEVUE, WA – The Second Amendment Foundation has filed a motion for a preliminary injunction in the California case of Junior Sports Magazines, Inc. v. Bonta in U.S. District Court for the Central District of California.

SAF founder and Executive Vice President Alan M. Gottlieb is hopeful for a preliminary injunction, noting, “We’re filing because a right delayed is a right denied.” He is represented by attorney Don Kilmer of Idaho.

Gottlieb noted this is a First Amendment case, because it challenges a recently-signed law—AB 2571—which prohibits pro-gun advertising and display of “any firearm-related product in a manner that is designed, intended, or reasonably appears to be attractive to minors.”

In his Declaration in support of the motion, Gottlieb explains, “It is critical to the success of SAF that its promotional material, publications, and messages about the ‘right to keep and bear arms’ be permitted to reach a broad public audience, including minors and young adults.”

Among SAF’s activities is its support and sponsorship of an initiative called “2A Gaming.” Gottlieb describes this effort as “an outreach program funded by SAF with the goal of growing the Second Amendment Community.” The audience consists of people who play video games, especially games that focus on firearms.

“Part of the purpose of 2A Gaming is to persuade gamers, whose experience with firearms may – at first – be limited to digital experience, to seek out friends and shooting clubs to obtain the necessary training and make that first trip to a range for a live fire experience,” he detailed.

“We hope to educate the younger generation,” Gottlieb added, “on safety and where their gun rights come from; and also seek to shift the political culture in the United States from one that demonizes and fears guns, to an attitude of respect and protection for our nation’s Second Amendment heritage.”

He says the ban on merchandizing codified in AB 2571 would include a ban on SAF-branded t-shirts, hats, other clothing, toys, games, pins, stickers and other material that “promote” a “firearm industry member.”