[The following story contains spoilers from the latest episode of The White Lotus, Denials.]

This publicity wasnt exactly good publicity, at least to Duke University.

In the most recent episode of the hit HBO show The White Lotus, Jason Isaacs character Timothy Ratliff wears a T-shirt with Dukes famous logo. However, the scene in which he wears it is when the Ratliff dad contemplates suicide and holds a gun to his head.

After an X (formerly Twitter) user took to the social media platform to make a meme of the scene tied to Dukes fate in the March Madness NCAA basketball tournament, the school condemned the message in a reply, Suicide is the second-leading cause of death on college campuses. Rivalry is part of March Madness but some imagery goes too far. If you or someone you know needs support, call or text the Suicide Prevention Hotline at 988. Frank Tramble, the Universitys vice president for communications, marketing and public affairs, shared a statement with the New York Times on the schools displease. Duke appreciates artistic expression and creative storytelling, but characters prominently wearing apparel bearing Dukes federally registered trademarks creates confusion and mistakenly suggests an endorsement or affiliation where none exists, he wrote in an email.

The White Lotus not only uses our brand without permission, he continued, but in our view uses it on imagery that is troubling, does not reflect our values or who we are and simply goes too far.

The Hollywood Reporter reached out to Duke University and Mike White for comment. HBO declined to comment.

Season three of Whites viral show has been no stranger to controversy with several nude scenes, an incest storyline, an actor getting bitten on set by a snake and a jaw-dropping monologue. Earlier this month, Isaacs fired back at reporters for asking him about a full-frontal scene, calling it a double standard. He later walked back the comments.