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Gun stores in areas that Comcast Cable serves are looking for new ways to advertise after the cable provider said it would not accept firearm and ammunition commercials.

Comcast (CMCSA), the nation’s largest cable-TV company, made the decision last month after it finalized its purchase of media company NBCUniversal, which Adweek magazine said has had a long-standing in place banning those items and fireworks.

“Consistent with long-standing NBC policies, Comcast Spotlight has decided it will not accept new advertising for firearms or weapons moving forward,” said spokesman Chris Ellis of Comcast’s advertising sales division, Comcast Spotlight. Comcast has operations in 39 states and the District of Columbia.

Read the rest of Jessica Contrera’s report at at USA Today via Journal and Courier

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