A customer compares handguns before buying one as a Christmas present at the National Armory gun store on December 23, 2015 in Pompano Beach, Florida. | Getty Facebook limits gun sales

Facebook is taking steps to block people from using its platform for private gun sales, the social network announced Friday night.

Under the new policy, users will no longer be allowed to post advertisements for guns unless they are licensed firearms dealers. Facebook already blocks users from selling marijuana and other drugs via the social network, and says the new policy brings its treatment of guns in line with other regulated goods.


"Over the last two years, more and more people have been using Facebook to discover products and to buy and sell things to one another," Facebook Head of Product Policy Monika Bickert said in a statement. "We are continuing to develop, test, and launch new products to make this experience even better for people and are updating our regulated goods policies to reflect this evolution."

The change comes in the wake of a renewed push from the White House to curb gun violence. President Barack Obama this month issued a series of executive actions designed to restrict gun sellers' ability to evade federal background checks. The White House didn't immediately respond to a request for comment on the Facebook announcement, which was first reported in the New York Times.

The new advertising ban only applies to private gun sales, Facebook said, which means that licensed gun retailers can still post about guns for sale. Licensed gun dealers must conduct federal background checks, but private sales in many states do not require a background check.

The White House's executive actions sought to clarify when a gun seller is deemed to be "in the business" of firearm sales, as opposed to engaging in private transactions. Gun control advocates have complained about the lack of a required background check for private sales -- often referred to the "gun show loophole," since gun buyers and sellers often meet at trade shows to conduct business.

Online gun sales, both on Facebook and off, have increased in recent years as part of the general boom in Internet commerce. Facebook has taken previous action on the issue, announcing in 2014 that it would monitor gun ads and restrict them in some cases. Instagram, the photo-based social network owned by Facebook, has also emerged as a preferred platform for private gun sellers.

Facebook earlier published guidelines for users conducting gun sales, and required any gun sales to be restricted to adult visitors. The social network says it will use its current content review systems to help enforce the new ban.

The National Rifle Association didn't immediately respond to a request for comment.

The Brady Campaign, a gun control proponent, applauded the Facebook move in a statement Friday.

"By blocking unlicensed gun sales on its site, Facebook will help keep guns out of the hands of dangerous people," the group said. "It is simply too easy for anyone to buy any gun they want online without a Brady background check in most states -- Facebook just took an important step in addressing that challenge and we call on others to follow suit."