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Illinois Democratic Gov. J.B. Pritzker has signed a law banning firearms advertising.

The move cracks down on what Pritzker calls “unsafe marketing practices” and bans any gun ads that officials deem a public safety threat or having the potential to appeal to anyone under 18 or others who might use the weapons illegally.

But the law is already seeing opposition. Robert Bevis, who owns an Illinois gun store, called the law “political theater.”