January 21, 2019
Bass Pro Shops Named ‘Don’t Lie for the Other Guy’ Corporate Retailer of the Year
NSSF, Retailers Emphasize ‘Don’t Lie for the Other Guy’
LAS VEGAS – The National Shooting Sports Foundation® (NSSF®), the trade association for the firearms industry, is pleased to announce that it has honored Bass Pro Shops[1] as its “Don’t Lie for the Other Guy[2]” Corporate Retailer of the Year.
“Don’t Lie for the Other Guy” was formed as a cooperative program between the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF[3]) and NSSF more than 15 years ago to help ATF educate federal firearms licensees to be better able to identify and prevent illegal straw purchases of firearms and to raise public awareness about the seriousness of the crime of purchasing a firearm for someone who cannot legally do so.
The award was presented at the 2019 SHOT University[4], the premier educational event for firearms retailers held in conjunction with NSSF’s Shooting, Hunting and Outdoor Trade Show® (SHOT Show[5]®) Show in Las Vegas.
All Bass Pro Shops and Cabela’s[6] stores display “Don’t Lie for the Other Guy” point-of-purchase displays and use a program video and printed material to help train employees to better detect and deter straw purchases. This year, Bass Pro Shops hosted press conferences for the launch of “Don’t Lie for the Other Guy” campaigns in Memphis and Atlanta, featuring advertising that warns anyone attempting an illegal firearm purchase faces a stiff federal felony penalty of up to 10 years in jail or up to $250,000 in fines.
“We’re proud to