The Challenges of Social Media for River Valley Arms & Ammo
It is with frustration and disappointment that we announce the indefinite suspension of the River Valley Arms & Ammo Facebook page. What was the straw that broke the camel’s back? A simple, benign post sharing details about our Anniversary Open House celebration-an event highlighting sales and marking our first year in business. This story post, celebrating our community and success, was flagged as a violation, leading to the permanent removal of our page.
This comes after a prolonged struggle to have our content seen on social media. We’ve experienced an uptick in punitive actions, with posts being taken down for allegedly “not following community standards,” even when compliant. Their automated systems have even flagged years-old posts from a time when their standards permitted sharing information about in-store inventory. Despite our adherence to these evolving rules, we’ve been facing a seemingly arbitrary enforcement of policies that makes it increasingly challenging to connect with our community online.
Facebook’s Policies on Firearms
In a recent conversation with Facebook support, we were reminded of their official policy:
- The purchase, sale, or trade of firearms, ammunition, and explosives between private individuals is not allowed on Facebook.
- Firearm shops and online retailers, however, are allowed to engage in commercial activity involving firearms and ammunition on Facebook, as long as all applicable laws and regulations are followed.
- Posts about firearms in general are allowed on Facebook. This includes discussions about sales in stores or by online retailers, posts advocating for changes to firearm regulation, or any other content that aligns with Facebook’s Community Standards and Terms.
Despite these allowances, our experience demonstrates that even compliant content can be flagged and penalized, creating an unpredictable and often frustrating environment for businesses in the firearms industry.
Committed to Compliance as a Licensed FFL
At River Valley Arms & Ammo, we operate as a licensed Federal Firearms Licensee (FFL) and strictly follow all federal, state, and local laws. To clarify a critical point: it is not legal to sell firearms through Facebook, and we do not engage in such practices.
Firearm sales require in-person transactions at our licensed premises or at a qualifying event, with all necessary documentation and background checks completed. Every firearm entering or leaving our inventory is logged, and every sale involves the federal 4473 form and an FBI NICS background check. We are committed to responsible firearm ownership and the laws that ensure it.
Unfortunately, despite these precautions, Facebook’s algorithms often fail to distinguish between lawful information-sharing and prohibited activities. This has resulted in unfair penalization of our business and others in the firearms industry.
Social Media Challenges for the Firearms Industry
Social media platforms, particularly those owned by Meta (Facebook and Instagram), have long placed significant restrictions on content related to firearms. Their automated tools often misinterpret posts about firearm safety, promotions, or even event announcements as violations. While appeals sometimes succeed, the process is inconsistent, leaving us to navigate unclear and ever-changing guidelines.
Additionally, many posts that would resonate with our audience must be watered down to avoid potential flags. We’ve had to obscure images, avoid certain language, and limit the information shared, which detracts from the value we aim to provide to our followers.
How to Stay Connected
While our Facebook page may be gone, our commitment to our community remains unwavering. We’re exploring alternative platforms and solutions to ensure you can stay informed about new inventory, events, and updates.
For now, the best way to stay connected is to join our email list. We’ll be sending updates every three weeks to keep you in the loop about all things River Valley Arms & Ammo. Thank you for your continued support as we navigate these challenges together.