Republican National Committee chairman Reince Priebus vowed Thursday that he and other RNC officials will boycott MSNBC until the network's president apologizes for "petty and demeaning attacks" against conservatives.
The controversy began Wednesday, when MSNBC tweeted about a new Cheerios ad similar to one that was met with racist backlash last year.
"Maybe the rightwing will hate it, but everyone else will go awww: the adorable new #Cheerios ad w/ biracial family," the tweet read.
MSNBC later deleted the message and apologized.
However, Priebus wants MSNBC chief Phil Griffin to go a step further and apologize for what the RNC chairman describes as a "pattern" of unfair attacks against Republicans.
"With increasing frequency, many of your hosts have personally denigrated and demeaned Americans -- especially conservative and Republican Americans -- without even attempting to further meaningful political dialogue," Priebus wrote in a letter to Griffin.
He continued, "Until you personally and publicly apologize for this behavior, I have banned all RNC staff from appearing on, associating with, or booking any RNC surrogates on MSNBC. I have asked Republican surrogates and officials to follow our lead."
Priebus often goes on the network's programs -- most recently, he appeared Wednesday on "Morning Joe."
In a memo to key Republicans, Priebus further detailed his intentions for the boycott.
"We can have our political disagreements with MSNBC, but using biracial families to launch petty and ridiculous political attacks is low, even by MSNBC’s standards," he wrote. "It only coarsens our political discourse."