Time Warner Cable has banned certain gun ads in the wake of the Newtown, Connecticut massacre, according to Broadcasting & Cable.

The Cable giant says: "We no longer accept ads showing semi-automatic weapons and guns pointed at people. We stand by this policy. If it's essential to a business owner to show this kind of imagery in their commercials, there are other advertising options in the marketplace."

The strong stance is the latest in the national crack-down on gun violence. President Obama has released a new gun control plan that would, among other things, require universal background checks and would place a ban on assault-style rifles.