Philadelphia sues GLOCK over deceptive marketing that promotes illegal machine gun conversions
The City of Philadelphia and District Attorney Larry Krasner, jointly represented by Hausfeld LLP and GIFFORDS Law Center to Prevent Gun Violence, have filed a lawsuit against GLOCK, Inc. The suit alleges that GLOCK has engaged in deceptive and unlawful marketing practices that promote the use of illegal “switch” devices (also known as auto sears) to convert GLOCK semi-automatic handguns into fully automatic machine guns, and that GLOCK has targeted youth and other vulnerable consumers with advertising that falsely portrays these illegal machine guns as safe, legal, and suitable for recreational use.
According to the City’s complaint, GLOCK, one of the largest distributors of semi-automatic firearms in the United States, markets its pistols as “safe” and easy to modify, while failing to clearly and prominently warn consumers that installing switches is illegal and converts its handguns into machine guns capable of firing up to 1,200 rounds per minute. Instead, the lawsuit alleges, GLOCK’s advertising, particularly on social media, implicitly encourages the use of switches, including by depicting fully automatic GLOCK handguns as “fun” and “exciting,” often in content directed to younger audiences. These deceptive practices, the City and District Attorney contend, have significantly contributed to the proliferation of illegal, fully automatic GLOCK handguns in Philadelphia and across Pennsylvania, exacerbating the gun violence crisis and endangering residents.
The lawsuit alleges that GLOCK’s conduct violates Pennsylvania consumer protection law and Philadelphia’s consumer protection ordinance, and that its misleading marketing has had devastating consequences for Philadelphia communities. As City Solicitor Renee Garcia explains in the press release, “GLOCK’s marketing practices cause consumer confusion and promote the conversion of legal, semi-automatic GLOCK handguns to illegal, fully automatic machine guns capable of firing 1,200 rounds per minute,” rather than alerting consumers to the danger and illegality of switches. Mayor Cherelle L. Parker emphasizes that her administration is committed to “taking action to tackle this ongoing crisis,” and that GLOCK has “prioritized profit over the safety of its users and the general public.” District Attorney Larry Krasner similarly underscores that GLOCK’s advertising “encouraged these modifications by portraying them as a somehow ‘fun’ and exciting use of their product, rather than as an illegal and dangerous practice.”
“GLOCK’s misleading and confusing advertising regarding Glock switches is dangerous. There is a reason machine guns are illegal for civilians to own. Rather than educating consumers and disclaiming switches, Glock has chosen to capitalize on the ease of illegal conversion of its semi-automatic handguns into deadly, fully automatic weapons,” said Hausfeld Partner, Katie R. Beran. “We are honored to be working with the City, the District Attorney’s office, and GIFFORDS Law Center to hold Glock accountable for these harmful and unlawful practices.”
Through this lawsuit, the City of Philadelphia is seeking civil penalties and a court order requiring GLOCK to halt its predatory and misleading marketing practices, including its promotion of switches and failure to clearly disclose that these devices are illegal and deadly. The City is also pursuing compensatory relief to establish an abatement fund to address the substantial harms caused by gun violence in Philadelphia communities that, according to the complaint, have been worsened by the proliferation of illegal, fully automatic GLOCK handguns.
Hausfeld is committed to holding corporations accountable for deceptive consumer marketing practices that endanger public safety and undermine the rule of law. Through this case, Hausfeld, together with GIFFORDS Law Center, underscores its continued commitment to partnering with the City of Philadelphia and other public entity clients to hold gun manufacturers accountable when their deceptive marketing and business practices endanger public safety, undermine consumer protection laws, and fuel the gun violence epidemic.
Read more at the City of Philadelphia’s press release.
