Ordinance 2022-1834 - Laserfiche WebLink

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found that only 15 percent of Americans believe that having a fire- arm in the home increases the risk of suicide, and fewer than 10 percent of gun owners with children believe that household fire- arms increase suicide risk; and WHEREAS, research published in the American Journal of Preven- tive Medicine found that nearly six -in -ten (57.6 percent) gun own- ers believe that a firearm makes their home safer, while only 2.5 percent believe that guns make their home more dangerous. The same study found that nearly four -in -ten (39.2 percent) gun owners who believe that guns increase safety store their household firearm(s) loaded and unlocked; and WHEREAS, research published in Injury Prevention found that peo- ple living in households with firearms misperceive their risk of fire- arm injury as compared to people living in households without fire- arms. Firearms owners, and non -owners living with firearm own- ers, are 60 percent and 46 percent (respectively) less likely to worry about firearm injury as compared to respondents without guns in the home, despite evidence that firearm access in the home is a strong risk factor for firearm injury; and WHEREAS, a report by the Pew Research Center on Americans' atti- tudes towards firearms found that three quarters (75 percent) of American gun owners say they feel safer with a gun in their house- hold than they would without a gun. The same study found that two-thirds (67 percent) of gun owners cite protection as a major reason for owning a gun; and WHEREAS, a study published in the Russell Sage Foundation Journal of the Social Sciences found that almost two out of three -gun own- ers (63 percent) report that a primary reason they own their gun is for protection against people. Among handgun owners, more than three quarters (76 percent) cite protection against people as a ma- jor reason for owning their firearm(s); and 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 thatAmericans 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 re- search 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 pur- chasers; and WHEREAS, the efficacy of point -of -sale messaging on consumer be- havior 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 behav- ior. 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 warn- ings 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 be- havior in particular for diners who are the least health conscious. A thirJ 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 I. Section 9.80.010 of the Louisville Municipal Code (Defini- tions) is hereby amended by the addition of the following defini- tions, to be inserted alphabetically: