NRA CEO Wayne LaPierre on Sunday challenged New York City Mayor Michael Bloomberg’s plan to spend $12 million on ads meant to pressure senators into backing strict new gun control measures, saying Bloomberg “can’t buy America.”

Bloomberg’s pro-gun control group Mayors Against Illegal Guns is launching the campaign in states where senators may be on the fence regarding a package of firearms proposals making its way to the Senate floor — as the push for that legislation appears to falter. Bloomberg confirmed Sunday that he plans to spend $12 million to run ads in at least 10 states, suggesting there could be a political price to pay for opposing the measures.

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