The makers of the controversial Taser are at the consumer electronics show in Las Vegas on Monday to unveil flashy new pink and silver models of the stun gun for personal use.

The stun guns, small enough to fit into a handbag, will be also be available in blue and black. They're used to temporarily immobilize a person, shocking them with up to 50,000 volts.

The new model, which sells for about $300 US, is considerably cheaper than the larger civilian model, which retails for about $1,000 US.

In the United States, Tasers are not considered firearms and are legal for civilian use in most states. Some cities, counties and states do restrict – or ban – their use by people who are not police officers. The company will not ship its product outside the United States, unless the person placing the order holds a valid import-export permit, although Canadian police began using the devices in 1999.

Advocates say the stun guns have curbed needless deaths, providing people with an alternative to guns to protect themselves. But, recently, critics have said the powerful weapons are too strong and have in fact caused dozens of deaths.