Australia’s advertising watchdog has cleared Gun World of breaking any of its rules in a billboard ad promoting the gift of a gun, headlined “Santa knows what you really want for Christmas”.

Complaints to the Ad Standards Board labeled the ad as “highly offensive” while others said the ad draws parallels between Christmas and guns which is inappropriate for an audience of children.

In response to the complaints Gun World noted it is a licensed firearm dealer and sells firearms for both commercial and government use and the ad doesn’t use any inappropriate language.

“Gun World fully supports members of the public who hold the appropriate licenses to engage in safe, ethical hunting and recreational activities,”Gun World added.

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The Ad Standards Board noted Christmas is a theme for the whole community, not just children, therefore it is not a celebration primarily dedicated to children.

In the ad Santa is a reference to knowing what an adult might want for Christmas and is not directly targeted at children, the watchdog added.

Dismissing the complaints, the Board said the ad is legally allowed and is targeting adults therefore does not break any community codes.