It does not mean that you can have an ad that just says "guns save lives" and demand that they accept the posting. You can have the wording in your ad but you must still show an actual ad for product or services in the ad.
This one got lucky because they changed the law .... if the law was not changed, he'd be on the losing side.
They asked for the ad to be accepted in 2010 .. the law was changed in 2011. So he got to argue 2011 law as well as 2010.