鳥撃ち (Toriuchi) means "bird shooting" and the bird in question is, of course, the 1 Bams tile.
For each bird tile in a hand won by Ron you score an additional Han (like a Dora) or a points bonus possibly in the form of chips.
However the 7 Dots is counted as a pistol which shoots the birds. Either each pistol in the discarder's hand negates one bird or one pistol cancels all of them.
An additional option counts an 8 Bams tile in your hand as a birdcage which will somehow shield your bird/s from gunfire!



I've only encountered this rule in a couple of the portable Mahjong Taikai games but when I was searching for something else recently I found one company that markets a Toriuchi tile set with eight birds.

http://www.1kawaya.com/mj/p-toriuchi.html
While I was doing a little research I found a couple of similar optional rules.
Hunter & Bird - Each bird in your hand scores one chip if you also have at least one pistol and one bullet (1 Dots).



Hunter & Bear - This works the same way but with bears (9 Craks) instead of birds.



It doesn't look much like a bear so I think this is probably an example of Japanese wordplay.
The 萬 kanji means 10,000 so 9 Craks is 90,000, the kanji for 9 and 0 can be read as "Ku" and "Ma", and Kuma is the Japanese word for "bear"!