New Zealand’s prime minister declared Tuesday she would do everything in her power to deny the accused mosque gunman a platform for elevating his white supremacist views, after the man dismissed his lawyer and opted to represent himself at his trial in the killings of 50 people.

“I agree that it is absolutely something that we need to acknowledge, and do what we can to prevent the notoriety that this individual seeks,” Prime Minister Jacinda Ardern told reporters. “He obviously had a range of reasons for committing this atrocious terrorist attack. Lifting his profile was one of them. And that’s something that we can absolutely deny him.”

She demurred about whether she wanted the trial to occur behind closed doors, saying that was not her decision to make.

“One thing I can assure you — you won’t hear me speak his name,” she said.

Later, in a passionate speech to Parliament, she urged the public to follow her lead and to avoid giving the gunman the fame he so obviously craves.

“I implore you: Speak the names of those who were lost, rather than the name of the man who took them,” she said. “He may have sought notoriety, but we in New Zealand will give him nothing, not even his name.”

The shooter’s desire for attention was made clear in a manifesto sent to Ardern’s office and others before Friday’s massacre and by his livestreamed footage of his attack on the Al Noor mosque.

The video prompted widespread revulsion and condemnation. Facebook said it removed 1.5 million versions of the video during the first 24 hours, but Ardern expressed frustration that the footage remained online, four days later.

Arden said she had received “some communication” from Facebook’s Chief Operating Officer Sheryl Sandberg on the issue. The prime minister has also spoken with British Prime Minister Theresa May about the importance of a global effort to clamp down on the distribution of such material.

Australian Prime Minister Scott Morrison also urged world leaders to crack down on social media companies that broadcast terrorist attacks. Morrison said he had written to G-20 chairman Japanese Prime Minister Shinzo Abe calling for agreement on “clear consequences” for companies whose platforms are used to facilitate and normalize horrific acts.

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