Hertz has joined several other top car rental companies in cutting ties with the National Rifle Association (NRA).
The company wrote on Twitter on Friday that it would stop offering a discount on rental cars to NRA members.
National Car Rental, Enterprise and Alamo also announced this week that they would end similar programs.
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The growing list of companies ending their relationships with the NRA comes in the wake of the mass shooting at a Florida high school.
First National Bank of Omaha announced Thursday that it would not renew its contract with the group to issue NRA-branded credit cards.
Survivors of the Florida shooting and their parents have prompted a newly energized national conversation on gun control and have focused much of their protest activity at lawmakers who have accepted political donations from the NRA.
An analysis from Bloomberg found that investors have dumped shares of gun companies while others have attempted to exert pressure from within the industry to force a reaction to the shooting that killed 17 people and wounded 14 others at Marjory Stoneman Douglas High School.
Bloomberg reports that an increasing number of pension funds and municipalities are demanding that their stock portfolios exclude companies that manufacture or sell firearms, a style of activist investing that could have a major effect on the firearm industry if other investors don’t rise to take their place.