A social experiment and publicity stunt in New York City has enraged US Conservatives. A fake gun store was set up in the city, where gun store are prevented from ever opening due to state laws.

The “gun store” had everything a typical store would have, from revolvers to high powered assault rifles, but a slight catch when would be gun buyers look closer. Each gun has a brutal history, explained on its tag and by the ‘salesman’ in the video, who is a paid actor.

Hidden cameras around the shop recorded the reactions of the buyers as they were told about the history of the firearms that they wanted to buy.

Surveys show six out of ten Americans believe owning a firearm makes one safer. SUPV said that studies showed the opposite to be true. “Our goal is to educate those looking to purchase a firearm and ensure they are aware of the potential risks ” said executive director of SUPV Julia Wyman in a press release.

Gun advocates are outraged by the video, with one local group arguing that at the stunt was in fact illegal. The New York State Rifle and Pistol Association (NYSRPA) asked Attorney General Eric Schneiderman to investigate the producers of the video for potential violations of state laws.

The National Rifle Association has also condemned the video, calling it an “elaborate fraud”. “It’s appalling that the gun control lobby exploits tragedy to further a political agenda” they said in a statement. They also called into question the ‘shocked’ gun buyers, saying there was no reason to believe they were not in fact paid customers.

There’s a sense here of preaching to the choir. These folks are awfully quick to backtrack from their desire to own a weapon, and the NYC setting might not do much to convince people in less liberal places to consider changing their views.