Playboy's chief Cooper Hefner says the magazine 'doesn't respect' Donald Trump

The President appeared on the cover of the magazine in 1990

Donald Trump holding a copy of his Playboy cover from March 1990 on the campaign trail in North Carolina on 5 July 2016. (Sara D. Davis/Getty Images)

The son of Playboy founder Hugh Hefner has said that those at the magazine "don't respect" Donald Trump

Cooper Hefner, the chief creative officer of the adult media company and magazine, told The Hollywood Reporter that "there’s a personal embarrassment because Trump is somebody who has been on our cover."

Mr Trump appeared on the cover of the March 1990 issue.

He also had cameos in Playboy-produced videos. In one Mr Trump can be seen pouring champagne on the Playboy logo-branded limousine.

Mr Trump, who is known to hold the elder Hefner in high esteem, is the antithesis of the progressive politics and respect for the military both Hugh and Cooper Hefner share, according to the magazine.

The younger Mr Hefner, just 25, is now on a mission to re-brand the iconic Playboy image for the younger generation, having taken over content responsibilities from his father.

He "observes that the country has been reverting to a reactionary cultural conservatism remarkable in its similarity to the Eisenhower years when Playboy was founded," the magazine reported.

Cooper said though there are "lifestyle components" of the brand, "it's really a philosophy about freedom. And right now, as history is repeating itself in real time, I want Playboy to be central to that conversation."

Mr Trump's affiliation with the brand was under scrutiny on the campaign trail after audio of him speaking in a derogatory manner about "grabbing" women's genitals was made public as well as reports of him walking unannounced into dressing rooms of young women competing in the Miss Universe pageants he owned.

He has also spoken about "blood" and women like MSNBC news hosts Mika Brezezinski and Megyn Kelly.

In September 2016, Mr Trump also called on the public to view an alleged sex tape of Miss Universe Alicia Machado after she endorsed opponent Hillary Clinton.