The Sporting Shooters Association has defended television advertisements which portray families enjoying time together at a rifle range.
The association has aired the advertisements on Channel 10 for the past three weeks to promote a new rifle range, at St Marys in Sydney’s west, as a legitimate family sporting venue.

But Gun Control Australia NSW branch spokeswoman Chris Johnson said she was “aghast” to see ads running during prime-time viewing when most children were watching.

Mrs Johnson said shooting was being promoted as a family sport, giving children the impression “that it’s okay to bear firearms”.

Mrs Johnson conceded supervised rifle ranges were legal but she said the ads strengthened Australia’s gun culture.

“I don’t believe parents should be encouraging children to carry firearms,” Mrs Johnson said.

“It’s not illegal but I object to prime-time promotion that guns are a wonderful family hobby.

“Where people have to go out and cull and control (feral animals), I accept that, but I don’t like cowboys going around `bang, bang, bang’.”

Sporting Shooters Association Australia NSW branch executive director Roy Smith was surprised the promotion had sparked so much criticism.

“We are running these ads as a trial to gauge response and the community response has been terrific,” Mr Smith said.

“The Coalition for Guns are not about promoting safe and responsible firearms ownership, they are against anything to do with firearms at all.”

He said the advertisements met broadcasting standards and would run for three more weeks