Abstract Background In the US firearm injuries are the leading cause of death among children and adolescents. However, and despite there being limited evidence to support the adoption of gun safety education programs, firearm industry-funded groups like the National Rifle Association (NRA) promote the delivery of their education-based Eddie Eagle Gunsafe® program while lobbying against other firearm policies less favourable to the firearm industry. The study aimed to address an important research gap by examining how the NRA frame gun ownership, safety and the role of the Eddie Eagle GunSafe® program as an effective firearm safety intervention and whether the design, promotion and delivery of the program serves the corporate political interests of the firearm industry, and if so, how. Methods We conducted a critical analysis of program-related texts and films and the NRA’s practices to promote its legitimacy and effectiveness, guided by the application of published taxonomies of corporate framing and action strategies. Data was collected from the program-specific websites and other NRA outlets to capture the breadth of strategies used to promote their education program. Results The NRA’s practices support the corporate political agenda of the firearm industry. The NRA adopts framing and action strategies that present the presence of firearms in homes and communities as inevitable and normal and the education of children through the delivery of their “lifesaving” program as the common-sense and effective way of keeping children safe from firearm injuries. They make misleading claims about the effectiveness of the program while undermining the credibility of those who advocate for the safety of children and adolescents. Conclusions The ongoing delivery of the Eddie Eagle GunSafe® program needs to be questioned. Policies based on a recognition that children and adolescents are safest when their homes and communities are free of firearms are needed to prevent firearm injuries. Key messages • The NRA makes misleading claims about their program’s effectiveness and distorts understanding of what is needed to prevent firearm injuries and ensure the safety of all children. • The firearm industry needs more attention from the global public health community. Evidenced policy measures that prioritize the prevention of firearm injuries are needed to save children’s lives.