YouTube is a double-edged sword
When it comes to reaching an audience, YouTube can be a massive boost for any business, something that gun stores can, and should take advantage of. However, there’s a fine line that needs to be walked if you are going to be creating content for YouTube.
In this article we’ll dive into the policy as written and pull-out actionable information for gun store owners looking to come to grips with the beast that is YouTube.
Rest assured; it can be done, and you can grow a subscriber base. Channels such as The Glock Store are seeing success, showing that focused effort can allow you to grow.
Changing Field Conditions
Of course, much of this advice will only remain relevant as long as YouTube doesn’t update their policies, not to mention their algorithmic enforcement of those policies. If you want to look at their policies directly, Google has posted them here.
Needless to say, these policies are by and large, dumb, unnecessary, and overly restrictive. I’ll save you the blow-by-blow editorializing, as this is supposed to be educational. However, I will say, I thought this was America.
Table of Contents
Understand YouTube’s Firearms Policy
In this section, we’ll cover the ins and outs of YouTube’s updated firearms policy so you know exactly which activities are prohibited. Understanding these rules is the essential first step toward producing content that doesn’t get flagged, age-restricted, or removed. We’ll highlight the key points you need to keep in mind before ever clicking “Upload.”
The Big Takeaways
- No Content Showing How to Remove Safety Devices
- You can’t post tutorials or demonstrations on removing, disabling, or otherwise circumventing a firearm’s safety features (like a magazine safety or a built-in lock).
- No Selling or Linking to Firearm Sales
- YouTube prohibits direct sales or private sales of firearms, ammunition, or high-capacity magazines (over 30 rounds).
- You also cannot place links in your video description (or as clickable elements in the video) to sites that sell these items.
- No Instructions on Fabricating or Modifying Firearms
- You can’t show how to make a firearm, ammunition, or accessories (including DIY suppressors, bump stocks, or drop-in auto sears).
- You can’t instruct viewers on converting a firearm to automatic or simulated automatic firing.
- Age Restrictions on Certain Types of Content
- Videos showing the firing of homemade or fully automatic firearms, or firearms with high-capacity magazines, may be age-restricted (18+), limiting your viewership.
- Live Stream Restrictions
- Live streams featuring someone holding, handling, or transporting firearms aren’t allowed—even if they aren’t fired during the stream.
Bottom Line:
If your video contains anything that could be interpreted as instructions on modifying a firearm, or if it’s trying to sell firearms and accessories, you risk violating YouTube’s policy.
Crafting Compliant Content
Your best bet is focusing on educational or opinion-based videos rather than how-to modifications, to avoiding any direct sales pitches, you’ll learn how to keep your channel in good standing while still offering valuable firearms-related information.
Cover, Not Concealment
- Stick to Reviews & Commentary
- Focus on firearm reviews, accessories (that are legal to discuss), and range trip overviews. Keep it educational or opinion-based rather than instructive about modifications or sales.
- Avoid Detailed Assembly & Mod Guides
- You can show off your firearm’s features (if it’s legal to own and display in your region) but skip the step-by-step how-to demos—especially if they involve restricted parts or potential modifications.
- Highlight Safety & Responsibility
- Emphasize safe gun handling procedures, local laws, and best practices. This educational angle not only helps keep you policy-compliant but also positions you as a responsible voice in the firearms community.
- Steer Clear of Live Demonstrations with Firearms
- If you plan to live stream, ensure it doesn’t include direct handling or transport of firearms. Pre-record your shooting or handling segments; then edit and upload the footage.
Navigating Potential Grey Areas
Even with a solid understanding of the rules, certain areas—like discussing accessories or linking to your store—can feel ambiguous.
Shooter Ready?
- Showcasing Accessories
- Accessories that convert semi-auto to auto or simulate automatic fire (bump stocks, drop-in auto sears) are heavily restricted. Even showing them might lead to a violation. If in doubt, leave them out.
- Mentioning Sales or Promotions
- As an FFL, you might want to direct viewers to your store. Keep in mind:
- Don’t link to your online store if it sells restricted firearms, accessories, or ammo.
- If your website only provides general info, store locations, or legal disclaimers (no direct sales), linking is generally permissible.
- User Questions in Comments
- Be careful when responding to viewer questions that could be interpreted as instructions to bypass firearm policies or regulations. Redirect them to local laws and official guidelines, or suggest they visit your store in person (without providing sales links or how-to details).
Diversify Your Content Strategy
Because YouTube’s policies are ever-changing and sometimes unpredictable, relying on just one platform can be risky. So, it’s highly recommended to branch out by using other, less restrictive platforms—like Rumble—and building your own email list for more direct communication with your audience.
Have A Backup Plan
- Explore Alternative Platforms (e.g., Rumble)
- Rumble is often more permissive about firearms content, giving you extra freedom to upload videos that might risk demonetization or removal on YouTube.
- Encourage subscriptions to more than just your YouTube, X, Facebook, Instagram all offer ways for your audience to connect with you, just be aware of each platform’s unique policies.
- Cross-post your content: Use YouTube to reach mainstream audiences (following the rules) and direct interested viewers to Rumble for extended or in-depth content that YouTube might flag.
- Build an Email List
- If YouTube suddenly restricts or bans your channel, an email list ensures you keep control of your audience.
- Offer sign-up incentives, like exclusive deals, range guides, or behind-the-scenes content. This strategy helps maintain a direct line of communication—unfiltered by platform policies.
- Direct email communication also ensures your followers get every update, even if YouTube’s algorithm decides not to promote your latest video.
Tips to Stay Under the Radar (While Staying Legal)
Staying within the policy’s bounds isn’t just about reading the rules; it’s also about how you present and tag your videos.
Auto Moderation Can Get Video's Flagged
- Avoid Inflammatory Language
- Keep your descriptions, titles, and tags free from words that might trip content moderation systems (e.g., “make your AR feel like an automatic”).
- Use Age-Restricted Settings When Needed
- If you’re showcasing any firearm that could get age-restricted (e.g., an auto-capable firearm on a range), age-restrict the video yourself. Proactively flagging your content as 18+ can sometimes prevent a policy violation or a strike.
- Stay Current with YouTube’s Policies
- Policies evolve. Revisit YouTube’s rules periodically—especially if you plan to produce new kinds of firearm-related content.
- Expect Demonetization
- Even if you follow all guidelines, firearms content is often demonetized. Have realistic expectations, and consider other revenue streams (affiliate marketing for legal accessories, brand partnerships, etc.).
Handling Violations & Warnings
Sometimes, mistakes happen, or things change out of nowhere. Making old videos suddenly the subject of targeting. If you are hit, there’s a few things you can expect.
Three Strikes You're Out
- First Violation → Likely a Warning
- If you slip up, you’ll usually get a warning first. YouTube may require you to take policy training. Take it seriously—subsequent violations can lead to strikes that put your channel at risk.
- Multiple Violations → Channel Strikes
- Accumulating three strikes in 90 days leads to termination. Once you see a strike, stop, review your content, and remove or edit questionable videos to avoid further issues.
- Appealing Bans or Removals
- If you think your content was taken down unfairly, file an appeal. Provide clear reasoning and reference specific policy language. Demonstrating knowledge of the rules may help in reinstatement.
Building a Resilient Community
Your ultimate goal should be to create a passionate, informed following that isn’t entirely at the mercy of YouTube’s policies. Getting viewers to be connected with you from multiple sources, is key to making sure that restrictions on a single platform don’t disrupt your entire media strategy.
YouTube is Good, but it Should Be a Part of a Bigger Strategy
- Encourage Viewers to Subscribe Beyond YouTube:
- Remind them to join your email list or follow you on alternative platforms like Rumble or Locals.
- This ensures you stay connected—even if YouTube clamps down on firearms-related channels.
- Engage Regularly with Comments:
- Answer questions, direct viewers to official laws or disclaimers, and show genuine interest. A strong rapport can help you weather policy changes, as loyal fans may follow you to other platforms.
- Stay Transparent & Trustworthy:
- Emphasize that you respect firearm laws. Publicly advocate for safe and legal ownership and usage. That transparency builds trust with your audience and can shield your reputation if controversies arise.
Policing The Brass
Posting gun-related content on YouTube can be challenging, but with careful planning and strict adherence to platform policies, FFLs and firearm enthusiasts can still maintain a solid channel. Remember to:
- Avoid content that shows how to create or modify firearms or accessories.
- Stay aware of links and direct sales references.
- Age-restrict videos that might cross YouTube’s content threshold.
- Diversify your platform strategy by building an email list and exploring Rumble.
If you’re interested in protecting and expanding your brand across multiple channels, Cap & Ball Digital Strategies can help you craft a balanced approach—staying compliant on YouTube while also growing a resilient community through other platforms and direct email marketing. Reach out for a free consultation, and let’s keep your content—and your rights—fully loaded.
