Major car hire companies have ended their discount programme for members of the National Rifle Association (NRA) as have two financial institutions.

The change in policy was announced by Enterprise, which includes the Alamo and National brands, and will take effect 26 March, the company confirmed to The Independent.

The move appeared to be in response to the recent mass shooting at the Marjory Stoneman Douglas High School in Parkland, Florida during which 14 children and three adults were killed by a gunman using an AR-15 assault-style weapon.

All three brands took to Twitter with the same post and the Enterprise account had interacted with Twitter users who had called the company out publicly.

The car hire discount had been available to any NRA member who had paid the organisation’s $40 annual fee and were just three of the 22 companies offering a special price for the powerful lobbying group in Washington.

In the wake of the tragedy, surviving students have been constantly and passionately advocating for an assault weapons ban and gun control reform through media appearances, tweets at politicians taking money from the NRA, lie-ins, marches, and a visit to the White House.

Florida student Emma Gonzalez passionately calls for gun control at rally after school shooting

Calls for companies that associate with the NRA grew louder as the group’s President Wayne LaPierre said that gun control advocates, like the Parkland teenaged survivors, “hate freedom” at the Conservative Political Action Conference (CPAC) on 22 February.

US President has also been advocating for arming teachers with guns but did not discuss imposing a ban on assault-style weapons like the AR-15.

Florida shooting – in pictures Show all 10 1 /10 Florida shooting – in pictures Florida shooting – in pictures Police arrest a suspect in connection with the shooting at the Marjory Stoneman Douglas High School in Parkland, Florida Reuters Florida shooting – in pictures Parents wait for news after reports of a shooting at Marjory Stoneman Douglas High School in Parkland, Florida AP Florida shooting – in pictures Anxious family members wait for news of students AP Photo/Wilfredo Lee Florida shooting – in pictures Students being evacuated from the school AP Florida shooting – in pictures Students being evacuated from the school Getty Florida shooting – in pictures People gather waiting for word from students AP Florida shooting – in pictures Parents waiting for news on their children AP Florida shooting – in pictures People gather at a hotel where students were taken after the shooting Getty Florida shooting – in pictures Florida Governor Rick Scott speaks to the media as he visits Marjory Stoneman Douglas High School following the shooting AFP/Getty Florida shooting – in pictures Dr. Igor Nichiporenko, Medical Director Trauma, left, and Dr. Evan Boyer, Medical Director, Emergency Services, speak about treating victims and the suspect at a press conference outside Broward Health North hospital AP

The car hire companies’ decision comes just after the First National Bank of Omaha, which decided to stop issuing the NRA-branded Visa credit or debit card.

The bank had been doing so for a decade, but “customer feedback” prompted them to ditch the card, according to a Twitter announcement.

Several customers had taken to social media threatening to close their accounts if the bank’s endorsement continued.

Also responding to client concerns, the world’s largest asset manager BlackRock Inc has also decided to speak with weapons manufacturers and distributors like Sturm Ruger & Company Inc and American Outdoor Brands Corp.

BlackRock’s clients have responded in a way they have not to previous mass shootings. “We are working with clients who want to exclude from their portfolios weapons manufacturers or other companies that don’t align with their values,” the company’s statement sent to The Independent read.

BlackRock explained that it wants to “to understand their response” to the Parkland shooting.

Divestment, however, is not a possibility because of the way indices are set up.

“Given our inability to sell shares of a company in an index, even if we disagree with management, we focus on engaging with the company and understanding how they are responding to society’s expectations of them,” the statement read.