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A new video is set to appear on American TV today, taking aim at Facebook founder Mark Zuckerberg.

The ad was put together by the organisation Accountable Tech, which has dropped $250 000 (upwards of R4 million) to air it.

It starts with a clip of Zuckerberg talking to CNN Money, saying, “I really just care about building something that my girls are going to grow up and be proud of me for”.

It then cuts to footage of a protest and counter-protest in Kenosha, Wisconsin, in August this year.

The counter-protest in question was advertised on Facebook by self-described militia group the Kenosha Guard, reports Mashable.

The group encouraged “armed citizens” to appear at the gathering organised by Black Lives Matter over the police shooting of Jacob Blake, who was tasered and then shot at least seven times at close range, in the back, by police.

Two people died at the hands of the counter-protesters.

The Event Page was removed by Facebook after the fact but it was too little too late.

“Facebook and Mark Zuckerberg continue to treat dangerous policy and design flaws in their platform as PR problems, and Americans are paying the price,” said Accountable Tech Executive Director Nicole Gill in a statement to Mashable.

“Instead of building a platform his ‘family can be proud of,’ Mark Zuckerberg has built one that repeatedly rewards outrageous content and filters like-minded individuals into small echo chambers. If Mark continues to prioritize growth above all else — no matter the harm it does to our society and democracy — we must hold him accountable.”

Facebook had previously described their inaction as an “oversight”.

The ad hits hard:

It’s a tough pill to swallow.

[source:mashable]