WATCH: Cambridge Analytica CEO caught on camera pitching deceptive tactics

The chief executive of Cambridge Analytica, the British political data firm which was used by the Trump campaign in the United States and the Kenyatta campaign in Kenya, has been caught on camera in an undercover investigation by the UK’s Channel 4.

Alexander Nix is seen pitching tactics to a prospective client and suggests the possibility of entrapment. He explains that bribes could be offered to their opponent, and women sent to their home, while hidden cameras are recording it. The footage would later be spread on social media in an attempt to discredit the opponent.

Monday’s broadcast comes just days after a former employee claimed that the company had obtained and used the personal data of more than 50 million Facebook users. It has sparked investigations in both Europe and the United States. Shares of Facebook fell 6.7% on Monday.