Social media lit H&M up over a racist ad that featured a black boy modeling a green sweatshirt with “coolest monkey in the jungle” on the front. After receiving bad feedback from the public, the retail company offered up an apology.

“We sincerely apologize for offending people with this image of a printed hooded top. The image has been removed from all online channels and the product will not be for sale in the United States. We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues,” a representative for H&M said in a statement to INSIDER.

Many people still feels that the apology wasn’t enough and that H&M should have know better. The term “monkey” has, for centuries, been also interpreted as a racial slur. For some reason, however, companies still act like they don’t comprehend. In 2017, big brands like Dove and American Eagle were also scrutinized for being racially insensitive in their marketing and product sales strategies.