Milwaukee TV stations were covering the very sad story in which Milwaukee Police Officer Peter Jerving was shot and killed in the line of duty.

For some reason, WISN Anchor Diana Gutiérrez thought this was a good time to post a smiling selfie and tell viewers that some new merch is about to drop.

Maybe we can save the “merch drop” post for another time and we can certainly do away with the smiling selfie.

A police officer is dead for God’s sake.