Cooper Hefner, son of Playboy founder Hugh Hefner, has grown tired of self-proclaimed "family friend" Donald Trump.
The 24-year-old Hefner argued Thursday that Trump, the Republican presidential front-runner, has "absolutely no understanding or respect" for the presidency. Earlier this month, Hefner called on young people to try to better understand politics and Trump's campaign.
"He sort of is rewriting the playbook for how every individual has gone about running their campaign. Most importantly, I think most of his policies are backed and supported by racist notions," Hefner, chief creative officer at media company Hop, told CNBC's "Closing Bell."
The bombastic Trump has rolled to the lead in the GOP primary elections, racking up 683 delegates so far versus 422 for his nearest rival, Sen. Ted Cruz of Texas, according to NBC News. Along the way, he has proposed policies that have irked minority groups, like building a wall along the Mexican border and temporarily banning Muslims from entering the U.S. due to terror concerns.
Hefner said Trump was one of many celebrities and business owners he met at his father's home growing up. While he knew Trump when he was younger, he has had little interaction with the mogul as an adult.
Hefner, who identifies as a Democrat, acknowledged that Trump is more popular with older Americans than people near his age. Regardless, he said he wanted to encourage young people to "start actually having a real dialogue and conversation about politics."
The Trump campaign did not immediately respond to CNBC's request for comment.