Citi enters the gun control debate while protecting its brand

Citi, the financial-services provider, introduced a new policy regarding the sale of firearms by its partners, a move that shows the complex issues that brands must take into account when entering the political arena.

In March, Citi – the financial-services provider – introduced an official corporate policy related to the sale of commercial firearms by its clients and partners.

These stipulations require that its partners and new clients in the retail sector would be required to follow a set of core guidelines that include:

  • refusing to sell firearms to customers who have not passed a background check;
  • restricting sales of weapons to people under 21 years of age;
  • not selling bump stocks – attachments that equip semi-automatic rifles fire at greater speed – or high-capacity magazines.

The New York-based enterprise was fully aware that...

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