This pattern of behavior is proof that the NRA understands its actions are part of America’s gun problem.

From Business Insider:

The National Rifle Association  deleted a tweet on Wednesday evening encouraging people to buy guns for their loved ones on Valentines Day after news of the Florida school shooting broke.

The post, originally tweeted out Wednesday morning by Kimber Firearms, featured a heart-shaped pillow with two guns resting on it. The caption read: “Give your significant other something they’ll appreciate this Valentines Day.”

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The NRA has attracted criticism for its social media posts in the past.

In July 2012, an NRA-affiliated account tweeted “Good morning, shooters. Happy Friday! Weekend plans?” shortly after a shooting at a Colorado movie theatre where 12 people died and at least 70 were wounded.

An NRA spokesman told CNN the poster was unaware of the shooting and swiftly deleted the tweet.

In November, the NRA stirred outrage after one of its Twitter accounts tweeted a link to a blog post detailing the differences between various gun parts, in the wake of a shooting at a church in Sutherland Springs, Texas which killed 26 and injured several others.

That tweet was also quickly deleted.