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Canada’s National Firearms Association has come under fire online for a Christmas ad featuring Santa giving an assault rifle to a beaming child. The ad is accompanied by the cheeky caption “Don’t shoot your eye out, kid!” — a reference to the popular holiday movie A Christmas Story, in which a child wants a Red Ryder BB gun for Christmas.

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The NFA posted the image on its Facebook page and asked members to share it on social media, as part of its mission to “advocate for legislative change to protect the right to own and use firearms.”

However, not all members supported the campaign. A number of commenters on the NFA Facebook page took issue with the choice of weapon, which is apparently an AR-15 — a firearm similar to one of those used in the Sandy Hook massacre of 26 children and teachers. Comments range from diplomatic criticism to outrage:

• “Ads like this only give anti’s more ammo to use against law abiding firearms enthusiasts. It’s just taunting them to go on rants about how gun owners are all nuts.”

• “It’s clearly promoting owning a restricted weapon, not a hunting rifle, weapon AND it’s use by a MINOR. Get a clue people!!!”

• “The gun waving propaganda just alienates people against us. This isn’t Texas. This kind of add just makes us look fanatical.”