Regulating Firearms as Consumer Products
"In a society
that prides itself on making medicine bottles that cannot be opened by young
children, we still permit handguns to be made that can readily be discharged by
the very young. The
safe design of handguns is not regulated by the government.” 1
–Stephen P. Teret and Daniel W. Webster, Johns Hopkins School of Public
Health, Center for Gun Policy and Research
Under the law, firearms are considered a “dangerous instrumentality”2 and by design are deadly. Understanding that firearms are indeed dangerous, over 50% of the American public erroneously believes that firearms are already regulated by the government for health and safety. 3 In fact they are not.
In 1968, Congress effectively banned the import of small, poorly made, unreliable, and inexpensive guns, often known as "Saturday Night Specials," by enabling the Bureau of Alcohol, Firearms and Tobacco (ATF) to develop minimum size, design, and performance standards for all imported pistols.4 While these standards were developed in order to protect the public from potentially dangerous imported handguns, domestically manufactured firearms were exempted from these standards. The results of the introduction of these standards were two-fold: more domestic “Saturday night special” manufacturers entered the market, and foreign manufacturers created subsidiaries in the U.S. in order to keep a foothold in the U.S. market.5
Congress subsequently created the Consumer Product Safety Commission (CPSC) in 1972 to protect Americans from dangerous consumer products through regulation of design, manufacturing process and marketing of consumer products. The enabling legislation exempted firearms from regulation with the result that firearms and tobacco stand alone as the only two categories of consumer products in the United States not subject to federal health and safety oversight.
Subsequent to the creation of the CPSC, Americans have enjoyed unprecedented freedom from preventable death and injury, in large part as a result of the regulations imposed on consumer products. Additional consumer benefit has accrued as well from the growing understanding among regulated manufacturers that their best interests may also be served by careful design that accounts for user safety, thereby giving customers an increased confidence in their product line and reducing exposure to liability.
Powerful lobbying by special interest groups resulted in the original exemption from CPSC oversight for the firearms industry, and it continues to play a significant role in maintaining this exemption, even in the face of clear evidence that regulating guns as consumer products would reduce the incidence of firearm death and injury in America without subjecting the gun industry to undue economic harm or hurting law abiding gun owners.
As an initiative to regulate guns, as consumer products would require legislative action at the federal and/or state level, achieving this outcome will be a difficult hurdle to clear, but alternative options have emerged. With a powerful gun lobby standing firmly in their way and few other options, gun violence prevention advocates have taken their cause to a new venue: the courts. Taking a cue from successful tobacco litigation, both private individuals and public entities have brought suit against the firearms industry, in a practice known as firearm litigation.
This section of our report describes both the ways in which consumer product safety oversight can help reduce gun injury and death and the goals of current firearm litigation.
Oversight
Before a manufacturer can bring a teddy bear to market, the product must meet federally mandated safety standards for sharp edges and points, small parts, hazardous materials, flammability, and other potential dangers under the Federal Hazardous Substances Act (FHSA).6 Such standards seek to ensure that products that might pose a threat to the health and safety of the public are identified and prevented from posing an unreasonable risk. Consumer product safety oversight includes setting manufacturing, marketing and distribution standards, monitoring compliance with the standards, and enforcing them. Enforcement can include requiring recalls, repairs, and/or replacements for defective products and the imposition of fines or the seeking of criminal sanctions or injunctive enforcement.
Consumer product safety regulations as they would apply to firearms can be generally categorized in three areas: design, marketing, and distribution.
Design: Regulations addressing design of a consumer product address those factors that might cause harm to the owner, the user, or those who may inadvertently come in contact with the product. While many people use firearms for target shooting, firearms were originally and continue to be designed specifically to inflict injury or death to an animal or person. However, as with any potentially dangerous consumer product, whenever possible, risks of unintentional misuse must be taken into account and minimized through design. To regulate firearms in such a way as to prevent them from performing the function for which they were designed is not the goal of consumer product safety oversight. However, it is the goal to ensure that firearms are designed in such a way that they discharge only when intended , do not not misfire, and are not unreasonably accessible to unauthorized users. Specific design features which must be addressed to minimize these risks include the following:
Marketing: Regulation of marketing practices of consumer products is an accepted part of American life. Dangerous drugs may only be obtained by prescription by the general public or may be unavailable to the general public entirely while remaining available for research. If prescription drugs are directly marketed to the public the advertiser must also inform the audience of the risks associated with the use of the drug. Hazardous materials available to the public must be accompanied by an appropriate warning as well as by instructions about how to handle accidental ingestion of the product. Many hazardous materials are only available to particular licensed individuals or businesses. Cigarettes may not be sold or marketed to minors. As with other consumer products, marketing concerns about firearms and firearm accessories in regard to consumer product safety generally fall into two categories: what is marketed to the general public and how the product is marketed.
What is marketed for sale to the public: Current consumer product safety regulations for other consumer products recognize appropriate use considerations. Appropriate uses for firearms are generally found to be sports shooting (hunting and target shooting), self-defense, and military purposes. Using the reasoning applied to other consumer products, consumer product safety regulation of firearms may include banning the sale to the general public of firearms that have no or little legal civilian use, reserving those products for military and/or law enforcement use. It can be reasonably argued, for example, that an individual who wishes to use a firearm for home defense has a legitimate need for a firearm that will stop an intruder, but no legitimate need for a firearm sniper rifle that when equipped with special ammunition is capable of disabling tanks, or for bullets capable of piercing the armor typically worn by police officers.
How the Product is Marketed to the public: Generally, consumer product safety regulation in this area seeks to ensure that particular products are not advertised deceptively and/or unfairly. With regard to the firearms industry, advertising should not prey on the fear of consumers by raising the specter of increasingly unlikely criminal attacks, it should not suggest that a firearm will increase the safety of the buyer and his or her family when research shows that just the opposite is true, 17,18,19,20,21,22,23,24,25 it should acknowledge the risks that firearms ownership poses for firearms owners and their families, and it should not encourage unsafe storage or use of a firearm. Additionally, advertising should not portray or support the irresponsible or illegal use of the product, nor point out design features that make the firearm attractive to a criminal market.
Several examples of how the firearms industry
improperly markets its products can be observed in its advertising.
An advertisement equating a self-defense firearm kept in the home to
“homeowner’s insurance”26 implies that a gun makes homes safer,
as does the message “Tip the odds in your favor,” 26 while
research shows that just the opposite is the case.17,18,19,20,21,22,23,24,25
An advertisement showing a picture of a gun on a nightstand26
portrays a firearm in a similar way, but also reinforces unsafe gun storage
practices. Some firearms currently on the market have been advertised as
“resistant to fingerprints” – a marketing device clearly aimed at
purchasers who want to avoid leaving evidence that they have used a particular
gun, a common concern of those involved in criminal activity using firearms.
The developers of these firearms assert that the resistance to
fingerprints is only a by-product of a manufacturing process designed to
increase the life of a firearm by rendering it impervious to the detrimental
effects of the oils from the users hands. This
defense, of course, raises the question of why the firearm is not advertised on
this basis, instead of pointing out its criminal utility.
In any case, a well-made firearm without this feature, given minimal
maintenance, can, in the words of firearms expert Massad Ayoob “last
forever”.4
Distribution: As with other consumer products, firearms distribution involves the movement of the firearm from the point of manufacture to the purchase of the firearm at retail. Product manufactures in other product areas can and do typically exercise considerable control over the distribution of their products. A vacuum cleaner manufacturer, for example, may require retail outlets to send sales staff to training sessions, agree to demonstrate the product to customers in a particular manner, and sell products only at the prices set by the manufacturer. The manufacturer may monitor compliance by the retailer and refuse to conduct business with retailers that violated the terms of the business agreement.
Manufacturers of firearms have detailed information about the distributors of their products. They may require retailers to adhere to specific pricing schedules and refuse their product to retailers who do not comply. Firearms manufacturers know which wholesalers and retailers have a history of selling large numbers of firearms that end up in criminal hands. They have this information because ATF contacts the manufacturer of any crime gun that the Bureau is tracing as it seeks to attribute ownership for law enforcement purposes. Additionally, like any other manufacturers of products intended for public consumption, firearms manufacturers collect comprehensive marketing information that tells them how many firearms a particular community is able to absorb in the legal market.
Consumer product safety
initiatives regulating distribution of firearms that could be reasonably brought
to bear on firearms manufacturers include, but are not limited to, the
following:
Case
Study in Consumer Product Safety
The manufacture of "Saturday Night Specials" became an industry within an industry, with a significant number of these guns having been produced by a handful of Southern California companies.29 Because of their low cost and ability to be concealed, these poor quality weapons are attractive to criminals. Recent studies corroborate this claim:
In 1993, in California, 8 out of 10 handguns most often confiscated in a criminal context by law enforcement were "Saturday Night Specials."30
Several cities and states have enacted legislation banning the manufacture and sale of "Saturday Night Specials" with encouraging results. The case of Maryland, which enacted such a ban in 1988, is particularly promising. A 1999 study of how Maryland's law effected crime gun use in Baltimore found that guns banned in Maryland were more than twice as likely to be the subject of law enforcement trace requests in 15 other major cities in other states included in the study, than in Baltimore.32 This study suggests that banned guns are used less often in crime than they had been before the ban. Although ban legislation raises concerns that criminals will simply substitute banned guns with guns still available on the legal market, the Maryland study found no such effect.
Firearm
Litigation
Firearm litigation includes lawsuits brought by both private and public parties, seeking to force industry-wide reform through the threat of financial loss. While there is a more established history of individuals bringing suit against the firearms industry on behalf of loved ones, state and local governments recently have begun making legal claims that the firearms industry is responsible for the economic and social costs of gun violence. By bringing suit against firearm manufacturers, distributors, and retailers, units of government have attempted to recoup the public costs that are the direct result of firearm violence. These costs include “direct injuries to public property, and outlays for medical care, police investigation, emergency rescue services, increased security at schools and public buildings, costs for coroner and funeral services for unknown victims, pensions, disability benefits, higher prison costs, youth intervention programs, and numerous other costs. Additional costs include lost tax revenues from declining real estate values in neighborhoods beset by gun violence.”33
In October of 1998, New Orleans became the first city to file suit against the firearms industry. Since then, over thirty other government entities across the nation have brought suit. The following arguments stand as the basis for claims against the firearms industry:
Although these arguments are largely unproven at trial, the specter of litigation has put the firearms industry under immense pressure to reform its practices. In March of 2000, Smith and Wesson, the nation's largest gun manufacturer, agreed to impose stricter controls over its distribution channels and integrate "smart-gun" technology into its designs in exchange for the termination of lawsuits by 15 cities.36 In similar industry moves, Sturm, Ruger & Company instructed its distributors not to make sales at gun shows,37 and Colt Manufacturing ceased its retail firearms operations altogether.38
In Michigan, both Wayne County and Detroit have filed suit against the gun industry for the recovery of costs incurred in dealing with gun violence. Investigations prior to filing of the suit found that area dealers were quite willing to engage in illegal “straw purchases.”35 Armed with this evidence, Wayne County and Detroit brought suit against gun manufacturers and dealers. The suits, which were consolidated into one, alleged that the industry engaged in negligent distribution practices and created a public nuisance. The negligent distribution claim has since been dismissed, as the presiding judge found that the defendants did not owe a duty of care to the plaintiffs under Michigan law.
However, the public nuisance claim was recognized as a cause for action, and the suit has since survived a challenge based on a statute passed by the Michigan Legislature after the filing of the suits which bars local units of government from bringing civil actions against the gun industry.39 In response to the latter challenge, the presiding judge found that the Legislature’s enactment was unconstitutional and could not be applied retroactively. That ruling is under appeal.
Michigan’s experience is similar to that of a number of jurisdictions across the country. Complex litigation such as this is typically a drawn out series of legal battles, and the jurisdictions pursuing cases thus far have seen both small victories and setbacks. Of over 30 jurisdictions that have filed suit, 18 have survived motions to dismiss, and seven have had suits dismissed. At this point, it is difficult to speculate on the possible outcomes of these cases. However, regardless of the final outcomes of litigation, in some sense, firearm litigation has already caused the gun industry to reconsider its business practices. While the ultimate goal of reforming industry practices has been one towards which we have already seen incremental gains, as evidenced by the actions of Smith & Wesson, Ruger, and Colt, the progression of these cases into the discovery phase will bring perhaps even greater gains for gun violence prevention advocates. The firearms industry, in large part because it is exempt from federal health and safety regulation, remains an industry shrouded from public scrutiny. While the progression of these lawsuits has begun to bring questions about the practices of the gun industry into the public dialogue, the discovery phase of litigation represents the chance at something more tangible: determining whether the industry’s conscious decisions and ongoing practices put the public at risk. As was the case with tobacco litigation, the opportunity to put industry officials under oath and gain access to internal documents may lead to increased accountability of the industry.
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