The president has been facing criticism from different parts of the state for providing Secret Service protection to his daughters but opposing NRA's suggestion of having armed guards in all schools.
In the controversial video on its website, NRA's narrator asked, "Are the president's kids more important than yours?"
However, White House slammed the ad saying, "Most Americans agree that a president's children should not be used as pawns in a political fight."
Spokesperson of the White House Jay Carney was also quoted as saying, "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."
Obama, during an interview, had claimed that he was "skeptical" that an NRA proposal of placing armed security guards at schools around the country was the sole answer to curbing mass shootings.
According to an ABC News/Washington Post poll, 55 per cent American supported NRA's proposal while others opposed the suggestion of placing armed securities.