Salesforce CEO Marc Benioff, who one year ago bought Time magazine for $150 million, blasted Facebook this week calling it “the new cigarette” that should be regulated and forced to break up.

“Facebook is a publisher,” he tweeted. “They need to be held accountable for propaganda on their platform. We must have standards & practices decided by law. FB is the new cigarette — it’s addictive, bad for us, & our kids are being drawn in.”

In an interview with CNN, Benioff went further, calling for the bust-up of the social media colossus.

“They probably should be broken up because they’re having an undue influence as the largest social media platform on the planet,” said the head of Salesforce, a software company.

The comments come as Benioff and his wife, Lynne, hinted in an open letter Thursday that they could be taking on more social causes.

“More than ever, the truth matters. Facts matter. Values matter,” said the letter, published in Time to mark the one-year anniversary of the Benioff’s purchase of the iconic magazine and website.

“Whatever organization, business or institution that we’re a part of, we need to realize that we are not separate from the larger social issues that surround us. We have a responsibility not simply to make a profit, but to make the world a better place.”