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Gold, guns, and supplements: Right-wing media use Hamas’ attack on Israel to hawk products and promote buying guns

Written by Justin Horowitz

Research contributions from Media Matters Staff, Payton Armstrong & Noah Dowe

Published

Following terrorist organization Hamas’ attack on Israel, American right-wing media are promoting buying guns and ammunition and using the event to hawk products. 



Several media personalities have used the attack to baselessly suggest that Hamas terrorist attacks are expected to occur in the United States and citizens should purchase ammo and artillery to protect themselves. The FBI announced on October 9 that the United States “sees no specific threat” from Hamas.

  • Right-wing media used Hamas’ terrorist attacks against Israel to hawk products

    • During the October 9 edition of former Trump strategist Steve Bannon’s War Room podcast, Bannon hawked financial services group Birch Gold and suggested that its services are useful to “hedge against turbulent times” following a discussion with neo-Nazi collaborator Jack Posobiec about Hamas’ attack on Israel and Russia’s invasion of Ukraine. A day later, after displaying images of war-torn Israel, Bannon again promoted Birch Gold “for times of turbulence.” [Real America’s Voice, War Room, 10/9/23, 10/10/23]
    • On his radio show, Fox News host Sean Hannity said that “there is evil in the world — we’ve been watching it unfold in the Middle East,” then hawked a self defense weapon called a “Byrna Launcher” to his listeners. [Premiere Radio Network, The Sean Hannity Show, 10/10/23]
    • Conspiracy theorist Alex Jones asked his viewers to buy his book and supplement pills so he could stay on air following a rant suggesting that politicians are trying to “scare us into submission” after crises occur, including the Hamas attack. [Infowars, The Alex Jones Show, 10/8/23]
    • Right-wing podcaster Benny Johnson suggested that the U.S. will be pulled into a war between Israel and Hamas, which he said will exacerbate an existing “economic meltdown,” then hawked financial services group Allegiance Gold to “help protect your future.” [The Benny Johnson Show, 10/10/23]

  • Right-wing media promote buying ammunition and artillery following Hamas’ attack

    • On X (formerly Twitter), right-wing podcaster Donald Trump Jr. posted, “If you don’t yet own an AR-15 you really need to think that through right about now.” [X/Twitter, 10/9/23]
    • Turning Point USA founder Charlie Kirk: “We have no idea who is in our country. Just a matter of time before a sleeper cell is activated. Buy guns. Protect your family and those closest to you.” [X/Twitter, 10/9/23]
    • During his radio show, right-wing host John Fredericks said, “My advice to you: buy ammo. That is my honest advice. Buy ammunition.” Fredericks continued, saying, “You have no idea who is here. You have no idea what they’re going to do, what they’re going to blow up. Maybe there is two cells, maybe there is 2,000.” [Real America’s Voice, Outside the Beltway with John Fredericks, 10/10/23]
    • On X, Breitbart columnist AWR Hawkins wrote, “Good day to buy a gun and more ammo.” Hawkins also wrote, “Remember that AR-15 you’d been thinking about buying but hadn’t bought yet? Surely watching Hamas go door-to-door was enough to get you off the couch and to the store. Be sure to get a couple standard capacity 30-round mags too,” and, “When you watch videos of Hamas lining up unarmed Israelis and shooting them while they cry for mercy ask yourself, when it happens here – when it's your door they kick in – do you want to be at their mercy or do you want to pull up an AR and square the playing field? Your choice, weakness or strength. I'll have an AR waiting.” [X/Twitter, 10/9/23, 10/9/23, 10/10/23]
    • Following Hamas’ attack, right-wing hosts the Hodgetwins posted, “Every American should own an AR-15 and know how to use it.” [X/Twitter, 10/8/23]
    • Conspiracy theorist Wayne Allyn Root wrote for The Gateway Pundit that “Israel was just the prelim. ‘The Main Event’ is coming to America and a city near you. Stay frosty. Get armed. Get ready. The battle for America starts soon.” [The Gateway Pundit, 10/10/23]
    • Right-wing personality Drew Hernandez: “Buy lots of guns, lots of ammo, and never depend on the government to protect you and your family.” [X/Twitter, 10/8/23]
    • After the initial attack, podcaster Matt Couch posted on X, “BUY MORE AMMO.” [X/Twitter, 10/7/23]
    • Far-right troll Kurt Schlichter: “Gun control kept these people disarmed. Never allow yourself to be in a position where savages can murder your family and you can’t fight back. Buy guns and ammunition. Train. And be ready.” Schlichter also posted, “Buy guns and ammunition.” [X/Twitter, 10/9/23, 10/9/23]
    • Women for Trump co-founder Amy Kremer: It’s not a matter of if there will be a terrorist attack in the US. It’s when… Stay vigilant and be aware of your surroundings at all times. Buy guns and ammo.” [X/Twitter, 10/9/23]
    • Right-wing account The Truth About Guns posted, “Buy guns and ammunition. Learn to use them. Teach your family and friends as well. If you’ve ever said ‘never again’ before in your life, for God’s sake do something to make sure it never happens again.” [X/Twitter, 10/10/23]