Photo: AP

Enterprise Holdings, which operates major car rental companies in the U.S., said on Thursday that it’ll no longer offer a discount to members of the National Rifle Association, following a mass shooting at a school in Parkland, Florida, that left 17 people dead.

The NRA—whose chief on Thursday forcibly pushed back against any suggestion that we should take even minor steps to rein in the individual rights of a would-be mass murderers to purchase a gun—has been taking a lot of heat on social media, where a #BoycottNRA call has picked up significant attention.

The focus of the hashtag is on companies that offer discounts to NRA members, like Enterprise Holdings, which owns car rental companies Enterprise, Alamo and National.

On Thursday, National said it’d end the NRA member program, effective March 26th.

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By Friday, the NRA benefits page still listed Enterprise as a participating member of its discount program.

NRA members land significant perks from numerous companies—Avis, Budget and Hertz, for instance, offer up to 25 percent off car rentals. The companies have yet to say whether they plan to continue offering the discounts.