Data to quantify the extent of firearms theft in New Zealand were obtained from a survey of commercial media items containing references to firearms during the 21-month period between January 1994 and October 1995. Of 1,809 items discovered, 94 referred to the theft of one or more firearms. Theft clippings were then forwarded to the relevant police district commander, along with a questionnaire requesting information on the firearm theft. Findings revealed issues related to firearm safety, the enforcement of firearm storage laws, and firearm theft contribute to violence, injury, and death. An estimated 100 guns per month are stolen in New Zealand. Gun owners, either accidentally or intentionally, continue to leave firearms unsecured. In addition, police officers often resist revoking licenses for breaching safety regulations, arguing that such action will either decrease future crime reporting or penalize a person who has already been a crime victim. Further, police officers claim that existing enforcement options are limited and instead recommend the introduction of on-the-spot fines. The authors conclude that firearms reaching unlicensed persons should be an imperative in violence and injury prevention policies, that firearm safety regulations should be enforced, and that legislation should be amended to give police officers options to fine and prosecute as well as warn and revoke gun licenses. 30 references, 1 table, and 1 figure