Obama proposes new gun measures, renewed assault weapons ban

President Obama unveiled the most sweeping set of gun-control proposals in two decades on Wednesday with measures including universal background checks on all gun buyers, a renewed ban on 'military-style' assault weapons and a 10-round limit on ammunition magazines.

'We can't put this off any longer,' Obama said. 'When it comes to protecting the most vulnerable among us we must act now.'

Obama is calling for greater gun controls in reaction the the Dec. 14 massacre of 20 children and six adults at Sandy Hook Elementary in Newtown, Conn. He made the remarks in the Eisenhower Executive Office Building to an audience that included parents of the Newtown victims as well as gun children who wrote him letters asking for greater gun controls in the aftermath of the shooting.

President Obama unveiled the most sweeping set of gun-control proposals in two decades on Wednesday

Following his address, Obama high-fived four children who had written him letters and whom he had invited to join him on stage. He then sat down at a desk to sign 23 executive actions aiming to strengthen existing gun laws.

But Obama said his office alone doesn't have the power to enforce the change needed in the nation's gun laws.

'The 23 executive actions I'm announcing today in no way substitute for action from members of Congress,' Obama said with Vice President Joe Biden standing by his side.

Calling on Congress to pass a law demanding universal background checks for all gun buyers, he cited reports saying roughly 40 percent of all firearms purchases are completed without the checks.

'It's time for Congress to require a universal background check for anyone trying to buy a gun,' he said. 'If you want to buy a gun... you should at least have to show you are not a felon.'

Private sellers, who typically sell firearms online or at gun shows, are not required to conduct background checks under current law.

Obama went on to say that he supports the 'strong tradition of gun ownership' in the U.S., but added that 'military-style assault weapons' should be banned because they only have one purpose - to pump out as many bullets as possible.

Obama high-fived children who wrote him letters asking for greater gun controls in the aftermath of the massacre at Sandy Hook Elementary

'Weapons designed for a theater of war have no place in a movie theater,' he said, referring to the mass shooting in an Aurora, Colo. movie theater on July 20, 2012.

Obama also called on Congress to name Todd Jones director of the Bureau of Alcohol, Tobacco, Firearms and Explosives. Congress hasn't approved a nomination to the agency in six years and Jones is currently acting director.

Obama acknowledged that many of his proposals would face a tough fight from the powerful gun lobby.

'This will be difficult,' he said. 'There will be pundits, politicians and special interest lobbyists waing of a tyrannical, all-out assault on liberty. Not because that's true, but because they want to gin up fear or higher ratings or revenue for themselves. And behind the scenes they will do everything they can to block any commons-sense reforms.'

The only way to win this battle, he said, is if the American people say 'this time will be different.'

'[Change] will not happen unless the American people demand it,' he said.

Obama unveiled his plan for tighter gun controls hours after the National Rifle Associated released an attack ad against him for using Secret Service protection for his two daughters while he opposes the deployment of armed guards in schools.

'Are the president’s kids more important than yours?' the ad's narrator asks as an image flashes on the screen of a child's hand holding a lunchbox emblazoned with the presidential seal. 'Then why is he skeptical about putting armed security in our schools, when his kids are protected by armed guards at their school?'

The ad cuts to a picture of Obama flanked by NBC's David Gregory, Califoia Sen. Dianne Feinstein, New York Mayor Michael Bloomberg and Vice President Joe Biden.

President Obama signs 23 executive actions, including a directive to improve incentives for states to share information with the background check system

The narrator continues: 'Mr. Obama demands the wealthy pay their fair share of taxes, but he’s just another elitist hypocrite when it comes to a fair share of security.

'Protection for their kids - and gun-free zones for ours.'

The 30-second ad, published on a website for the NRA's new 'Stand and Fight' campaign.

The White House condemned the message as 'repugnant and cowardly.'

'Most Americans agree that a president's children should not be used as pawns in a political fight,' White House Press Secretary Jay Caey said. '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.'