As part of its “Up For Whatever” campaign — an effort to engage consumers and promote adventurous and carefree attitudes — Bud Light recently started printing labels that encouraged consumers to avoid using the word “no” while drinking.

The full label said “the perfect beer for removing ‘no’ from your vocabulary for the night.” This public promotion of this attitude from a beer company is obviously concerning given the connections it draws to the culture on many of our nation’s college campuses that promotes binge drinking and sexual assaults. A message like this one on Bud Light’s bottles embodies and perpetuates this culture and is certainly a step back.

Anheuser-Busch quickly released a statement given by the vice president of Bud Light, Alexander Lambrecht. “It’s clear that this particular message missed the mark, and we regret it. We would never condone disrespectful or irresponsible behavior. As a result, we have immediately ceased production of this message on all bottles,” Lambrecht said.

First off, it is concerning that a message like this could end up being printed and distributed on beer bottles. While the message on the bottle was intended to be positive and fun, it has a serious and harmful second meaning, which any one of the professionals at the organization should have noticed before it was produced. It is a shame that a brand as large and well-known as Bud Light did not think critically about this message before plastering it on the product for consumers to see and validating such a dangerous and harmful culture that so many are working to discredit.

The statement came immediately after mass backlash from the public on social media. Bud Light’s followers on Twitter began pointing out the negative message the label was giving consumers, especially college students. Despite the label, it is a positive that our society is calling attention to this culture that promotes sexual assault and holding companies accountable for irresponsible behavior.

This sort of self-policing by consumers of their companies and this awareness of and willingness to talk about sexual assault as a real problem our country is facing, are both positive takeaways from this unfortunate situation. However, this is only the first step in improving this culture that allows for sexual assaults and all-too-often mixes with alcohol — especially on college campuses.

Bud Light’s label is representative of a much larger issue facing our country today. For now, members of society, including one of our countries biggest alcohol companies, need to be more sensitive to the problem of sexual assault. Thankfully, those on social media called attention to the problem so Bug Light could fix its wrong. Hopefully, in the future, companies like Anheuser-Busch will be proactive in combating this culture rather than setting back those who already are.