Ordinance 2022-1834 - Laserfiche WebLink

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WHEREAS, the firearms industry actively promotes the misleading message to gun owners and potential consumers that ownership and possession of a firearm makes a person and his or her family safer; and WHEREAS, the firearms industry's print and online media frequently cites a 25-year- old study estimating that Americans use firearms for self-protection approximately 2.5 million times per year. This research has been the subject of widespread criticism that it is methodologically unsound and that its conclusions do not square with measurable public health outcomes such as hospital visits. Notwithstanding, the firearms industry uses this debunked research and a wide range of other claims in advertising and online and other promotional materials to advance a misleading narrative that defensive firearms use is widespread and that firearms are an effective means of ensuring personal safety; and WHEREAS, research by Yamane et al. identified a marked increase over time in print media marketing of firearms and firearm -related products specifically for personal protection, home defense, and concealed carry. In these advertisements, firearms and related products are misleadingly marketed and portrayed as effective and/or important means of home-, family-, and/or self-defense. Yamane et al. concluded that this marketing strategy is not only pervasive but is now the dominant method by which firearms and related accessories are marketed in print media to prospective purchasers; and WHEREAS, the efficacy of point -of -sale messaging on consumer behavior is well known and well documented. For example, several meta -analyses have found significant evidence that exposure to point -of -sale tobacco marketing leads to increased smoking behavior. Studies have also found a strong correlation between point -of -sale health warnings and consumer perception and behavior. For example, one study found that point -of -sale tobacco health warnings in retail establishments had a significant impact on consumer awareness of tobacco health risks and on consumer behavior --namely, thoughts of quitting smoking. Another study found that calorie labels on menus have a significant impact on ordering behavior, in particular for diners who are the least health conscious. A third study found that point of sale health warnings about sugar sweetened beverages significantly lowered consumption. NOW, THEREFORE, BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY OF LOUISVILLE, COLORADO: Section 1. Section 9.80.010 of the Louisville Municipal Code (Definitions) is hereby amended by the addition of the following definitions, to be inserted alphabetically: Sec.9.80.010 Definitions. For the purposes of this Article the following terms, phrases, words, and their derivatives shall have the meanings given in this section: Ordinance No. 1834, Series 2022 Page 3 of 6