The White House condemned as "repugnant and cowardly" an ad by the National Rifle Association that mentions President Barack Obama's children as receiving armed Secret Service protection.
The ad comes as Obama unveils sweeping efforts to reduce gun violence that are for the most part opposed by the NRA, the nation's leading gun rights group. It accused Obama of hypocrisy for having the Secret Service protect his children while opposing the NRA's call for more armed guards in schools.
"Most Americans agree that a president's children should not be used as pawns in a political fight. But to go so far as to make the safety of the president's children the subject of an attack ad is repugnant and cowardly," White House spokesman Jay Carney said.
The executive Vice President for US gun lobby the NRA has spoken on American television, repeating the NRA's belief that armed police should be posted in US schools following the Sandy Hook school shootings.
Speaking on NBC's Meet the Press, Wayne LaPierre said parents across America would feel better if armed police were stationed at their children's schools.
On Friday protesters interrupted the NRA's news conference, where the gun lobby outlined its plans to combat gun attacks in schools.
The CEO of gun lobby the National Rifle Association is today defending his comments after the Sandy Hook shootings. Wayne LaPierre says again gun control "won't work".
Speaking to NBC he says again "the only way to stop a bad guy with a gun is a good guy with a gun".
He says banning assault weapons and large magazines would NOT work in reducing mass shootings. The NRA head refuses to say he would support gun control.
So the NRA position is completely unchanged. No support for gun control, no banning assault weapons and no stronger background checks.
Supporters of more gun control says the position of the gun lobby the NRA is extreme and out of touch.
US celebrities have called for an end to gun violence following the Sandy Hook school shooting in Connecticut.
Jennifer Aniston, Beyonce Knowles, Ellen De Generes and Will Ferrell are among the well-known faces to join the Demand a Plan campaign.
In the black and white video, they ask: "How many more? How many more colleges? How many more classrooms? How many more movie theaters? How many more houses of faith?"
A senator said in a statement that he was stunned by the NRA's comments, according to NBC.
New York Mayor Michael Bloomberg says the National Rifle Association's call for armed guards in schools represents a paranoid vision of America, reports Associated Press.
He said Friday's press conference by the nation's largest gun lobby group was "a shameful evasion of the crisis facing our country."
He added that the NRA lobbyists blame "everyone but themselves" for the crisis of gun violence. He says America must rise above and demand Congress and President Barack Obama work on reasonable gun restrictions.