A photo that's gone viral shows a back-to-school sign on a display of rifles at a Walmart and folks are outraged.
The sign, which was reportedly placed above a glass case of guns, read "Own the School Year Like a Hero."
Understandably, the photo caused a stir and the big box chain is now doing damage control.
“What’s seen in this photograph would never be acceptable in our stores,” a Walmart spokesperson said in a statement. “We regret this situation and are looking into how it could have happened."
Walmart said it remains unclear whether the sign was placed there by an employee or by a shopper.
Also unclear was the location of the store where the photo was taken, though company officials said the configuration of the display and the sign itself appeared to suggest the photo is real.
The "Hero" sign is part of a superhero-themed marketing campaign that is not related to guns sold at the store.
In another embarrassing incident for the chain this summer, Walmart was assailed last month when it was discovered that a wig cap sold on its online store was described using a racist term.
The item, which was listed from a third party seller, had its color listed as "n***** brown."