One would think advertisements for firearms would be right at home during a broadcast of a NASCAR race, but that is apparently not the case.

Two gun companies have announced that ads were rejected by NASCAR due to the company’s “gradual shift on guns.”

An AR-15 ad from Dark Storm Industries was reportedly turned down by NASCAR, as well as an ad from K-Var Corps. that featured an AK-47 and 9mm pistol.

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

Email exchanges obtained by the Washington Free Beacon also showed that National Event Publications, which books ads for NASCAR, was working with K-Var on an advertising campaign, but got cold feet in August.

“We just heard back from NASCAR on a number of gun related ads and unfortunately due to a gradual shift in their position on guns, these ads must be edited/changed– especially those that are depicted as assault style rifles/sniper rifles,” Sunny Berlin, art director for National Event Publications, reportedly wrote in an email. “They are still open to some ads featuring some of the less controversial gun accessories, concealed carry, or classes. Can you supply a new ad that would fit more along these guidelines? NASCAR will then review again.”

Dave Dolbee, general manager of K-Var, told Free Beacon that the company refused to submit another ad for consideration.

“Naturally we took the position ‘absolutely not,'” he said. “You can’t do ‘this gun’s good, that gun’s bad.’ You know? I said we wouldn’t deal with them at all if that was going to be the case. We could never go forward with that type of a policy.”

Dolbee went on to say that the ad company was “cagey” and unclear in their specifications for a new ad or even in their definition of what they considered to be an “assault weapon.”

Dolbee expressed disappointment in NASCAR that is sure to spread like wildfire among the fans.

“It’s just bad for business,” he said. “I’m somebody who grew up on NASCAR. My father was a huge fan. So, he, of course, brought me into the sport as a fan. And you see something with that type of a legacy and heritage, instead of being a sporting organization, try and play politics.”

“The venn diagram of NASCAR fans and gun lovers is probably a perfect circle, so I really don’t understand this decision,” Free Beacon senior writer Brent Scher wrote on Twitter in reaction to the story.

The venn diagram of NASCAR fans and gun lovers is probably a perfect circle, so I really don't understand this decision From @StephenGutowski:https://t.co/pKzTmrQxmo — Brent Scher (@BrentScher) August 30, 2019

“Nice job NASCAR. As if watching wasn’t difficult enough, not [sic] you pull this bull$hit. I’m done. Thanks Brian France. Screw over what fans you have left,” another Twitter user wrote.

@NASCAR Nice job NASCAR. As if watching wasn't difficult enough, not you pull this bull$hit. I'm done. Thanks Brian France. Screw over what fans you have left.https://t.co/tOSo1L0rW5 — Rick45InTX (@Rick45InTX) August 30, 2019

“Time to see how many #NASCAR fans actually have integrity!” another user added.

Check out more reactions below:

@NASCAR Wow, way to forget that the people who make your business successful are exactly the same people who love their guns. This isn't going to go over well with them. AllOutdoor: NASCAR Goes Anti-Gun, Bans Black Rifle Ads.https://t.co/l2S8NuwyGe via @GoogleNews — Bae Fox (@BaeFox) August 29, 2019

NASCAR fan? Why would you support an organization that doesn’t support individual freedoms?https://t.co/F1LbobC3FB — TennX???? (@TennX8) August 29, 2019

@NASCAR So, you are banning rifle ads. Do you know your fans? The antigunners are not going to spend $2000 for a NASCAR weekend just to support you. You are outraged that 400 out of 10k were killed with all rifles, not just AR15s. — Bodeman44 (@bodeman44) August 27, 2019