The National Rifle Association has been called out for promoting gun culture in a Mother's Day social media message.
While many people in the US were posting heartwarming pictures of them and their mums and what the matriarch in their life means to them, the NRA had a different angle.
In an image shared on Twitter, the Association uploaded a picture of a mum and her child.
Both were sporting firearms and the caption in the photo was: "Mama didn't raise a victim."
It added: "Happy Mother's Day to all NRA moms! On top of the millions of other jobs moms have, NRA moms fight for our right to self-defense, while also defending themselves, their families, and communities. We are forever grateful for these fierce women."
The caption is presumably meant to lean on the idea that a person with a gun is able to protect themselves against danger, meaning they won't suffer any issues.
But there were plenty of people who were concerned by seeing a child of such a young age holding a weapon.
One person wrote: "So a child who is too young to legally vote has the maturity to handle a firearm responsibility?"
Another said: "Aside from a kid with a rifle being disturbing, the mom has a drum, sights and a suppressor. So she is set for long-range, high capacity killing with limited sound that would attract attention. Nothing disturbing about this, right?"
A third added: "No where else in the modern world would you see this absurdity. I actually had to check twice. I thought it was a parody. Truth is stranger than fiction."
Many questioned whether the NRA supports the idea of children carrying weapons like that in public.
There were also some viewers who took issue with the concept behind the caption.
One user suggested the NRA meant that people get to 'choose' whether they become a victim in horrifying scenarios.
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