Action Man, for me, was peak 90s kino.
At that point you couldn't just advertise him shooting brown people, so instead they got increasingly bizzare and creative with skirting the rules. You can't shoot a man with a gun but you can throw grenades at a cyborg and knock him into a vat of acid. They even had tiny bits of continuity because the acid fall led to Dr X having a new figure released with "radioactive guts", who was then blown up by a police man with dual hip mounted missile launchers.
And while they couldn't put the guns on TV every figure came with a little product catalogue full of ordnance you could order through the post. I got a fucking sniper rifle with what I later learned was a muzzle break from that thing, even could break it down into a silver carry case like agent 47.