The Mercury and associated publications will cease publishing gun advertisements to help curb the trade in lethal weapons.
The managing director of Davies Brothers Limited, Rex Gardner, said the cessation of gun advertising was also a gesture to the victims of the Port Arthur massacre.
"This may help in some way [to] stop the uncontrolled transfer of weapons," Mr Gardner said.
"But this action by our company is a bandaid solution. The truly meaningful solutions are in the hands of our legislators who must introduce tougher controls over firearm users and the weaponry.
"The temptations must be taken away from those with an inclination to kill and maim people, then we as a society need to help them through their problems."