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Update, 7:10 p.m. ET: Late Wednesday, Jay Leno said in a brief phone interview that he had called the National Shooting Sports Foundation to cancel his scheduled performance at the SHOT Show. He also said that he’d spoken with Po Murray of the Newtown Action Alliance to let her know. “I understand it’s Newtown, and of course I get it,” Leno told Mother Jones. “It’s just sometimes, mistakes get made.” (Read the original story below):

Gun control advocates aren’t laughing about Jay Leno’s next move.

On Tuesday, several gun violence-prevention groups called on the comedian to cancel his appearance at January’s Shooting, Hunting, Outdoor Trade Show (SHOT), an annual event put on by the National Shooting Sports Foundation, which is based in Newtown, Connecticut. A petition posted by the Coalition to Stop Gun Violence accuses Leno of “helping to legitimize a crass commercialism which values profit over human lives” by speaking to this group, which lobbied against the background checks bill in Congress following the mass shooting at Sandy Hook Elementary School in 2012. The drive is backed by the Campaign to Unload, which pushes for divestment from gun companies, and the Newtown Action Alliance, founded by residents of the Connecticut town who support gun-safety legislation. Moms Demand Action for Gun Sense in America, which has pushed corporate restaurants and retailers to take a stand against open-carry activists in their stores, has also launched a social media campaign against Leno.

“I’m not sure if Jay Leno has done his research and understands that NSSF is the corporate gun lobby and they spend a significant amount of money to lobby congressional leaders to not pass significant gun reform legislation,” says Newtown Action Alliance chairman Po Murray, whose children previously attended Sandy Hook. “It’s a disheartening as a Newtown resident to see him make this appearance at the SHOT Show. So we’re urging him to cancel his appearance.”

Seats for the event, held at the Venetian hotel in Las Vegas, go for $135 apiece. Leno’s publicist did not respond to a request for comment.