Prospects for the reduction of gun violence in Australia revolve around two basic issues: legislative reform and behavior modification. Elected officials will pass stricter gun control laws only if they perceive that a large number of voters support the proposition. To date, however, groups in favor of guns have been more successful in getting their message across than have been the gun control groups. The reasons for this are based partly on their greater understanding and use of marketing techniques. The gun lobby has defined its product more effectively and has better segmented its markets than have gun control advocates. Therefore, groups in favor of gun control should consider ways to better market their ideals and achieve their goals of fewer guns and stricter control laws. Tables and footnotes (Author abstract modified)