NASCAR has rejected ads for guns in what the auto racing group says is part of a “gradual shift on guns.”

Two gun companies said this week that NASCAR turned down their ads.

“NASCAR decided to turn their back on their customer base, joining the likes of Yeti, Dick’s and Under Armour,” Dark Storm Industries wrote on Instagram.

“We were approached by a NASCAR publication eager to earn our business, but after submitting our ad it was immediately rejected, stating that we cannot depict ‘assault weapons’… whatever those are. We resubmitted the ad after adding a large ‘CENSORED’ bar over the rifle, with a tag reading ‘This publication rejected our ad.’ This too was rejected by NASCAR. They said they did not like that we called them out.

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“We resubmitted a third time, with a tag line reading ‘Visit www.Dark-Storm.com to find out why!’ This was again rejected. They did not like the words ‘FIND OUT WHY.’ As we have learned, NASCAR has made a ‘gradual shift’ but this doesn’t seem very gradual to us. It seems as though NASCAR has turned their back on the overwhelming majority of their fan base in the most embarrassing way possible.”

Another online retailer, K-Var Corp. said their ad featuring AK-47 rifle and 9mm handgun was also rejected.

“In March and April 2019, several firearms retailers and manufacturers were contacted by National Event Publications, Official media sales agent for the NFL, NBA, NHL, MLB, NASCAR, PGA, NHRA, & USA Today Lifestyle,” K-Var wrote on a company blog.

The pitch was to buy advertising in the official program for the last 26 races of the season. K-Var opted to advertise, as did at least 16 other manufacturers or retailers including CZ-USA, Beretta, Daniel Defense, and others. The deadline to have our artwork submitted for approval was April 19, 2019. Then, on August 19, 2019 (four months later) we were contacted by National Event Publications with the following message. We just heard from NASCAR on a number of gun related ads and unfortunately, due a gradual shift in NASCAR’s position on guns, these ads must be edited/changed—especially those that are depicted as assault-style rifles/sniper rifles. NASCAR is still open to some of the less controversial gun accessories, concealed carry, or classes.

The blog also said: “Did you know NASCAR was going through a ‘gradual shift on guns?’ What does that even mean? NASCAR has allowed ads from firearms manufacturers for several years. AK-47s, AR-15s, and scoped rifles have all been featured in the past, so I guess, by that statement, it can only mean that NASCAR is marching toward a complete anti-gun stance — it is just slow rolling it for some reason.”

Stay tuned.