A source said full-page newspaper ads are scheduled for Thursday in local newspapers in Arkansas, Louisiana, Maine, North Carolina and West Virginia. Digital advertising also will run in those states and 10 others.
The NRA also scheduled full-page ads to run Feb. 25 in regional editions of USA Today, Roll Call said.
The NRA's campaign will run in one state with a Republican incumbent, Maine Sen. Susan Collins.
The campaign is estimated to cost more than $375,000, sources said.
The advertisements are part of a broader NRA campaign that highlights a Justice Department memo the gun-rights organization claims proves President Obama's gun control proposals won't reduce gun violence, Roll Call said.