It's not even January and everyone is talking about what ads you WON'T see during this year's Super Bowl.

The NFL reportedly refused to air a commercial during the big game for Daniel Defense because it is pro-Second Amendment and firearms related.

The NFL rejected the ad by telling Daniel Defense, "Unfortunately, we cannot accept your commercial in football/Super Bowl spots due to the rules the NFL itself has set into place for your company’s category.”

It did not reject any ads for scantily clad girls or beer companies, which is rather hypocritical since alcohol kills many more people annually than firearms. The NFL is already taking heat for the decision from fans who remember the Bob Costas' anti-gun rant last December.

I'm going to have to throw a penalty flag at the NFL for unsportsmanlike conduct, double standards and just plain cowardice.