The Russian meerkat Aleksandr Orlov is being pulled from some advertising slots on TV after Russia invaded Ukraine.
The meerkat, known for his catchphrase 'Simples', has been advertising CompareTheMarket for years - a regular in ad breaks since 2009.
But he will now no longer be a common sight on TV, reports The Mirror.
CompareTheMarket says it will temporarily pull the adverts from appearing next to TV news and content related to the Russia / Ukraine war.
It says it is doing this to be sensitive to the current conflict.
A CompareTheMarket spokesperson told The Mirror: "The CompareTheMarket meerkats are fictional characters. They have no association with Russia and the current situation.
“We are continually reviewing our advertising to ensure we’re being sensitive to the current situation.”
The meerkats have been used to advertise everything from insurance to energy bill savings.
CompareTheMarket brought out a range of teddy bears based on meerkats from its adverts, which customers could get by buying insurance through its website.
Orlov's autobiography, 'A Simples Life: The Life And Times of Aleksandr Orlov' had more orders before publication than the life stories of Tony Blair, Cheryl Cole, Russell Brand or Dannii Minogue.
Six more books called Meerkat Tales followed.
And in 2010, the catchphrase “simples” was added to the Collins English Dictionary.
Speaking as prime minister in 2019, Theresa May used Orlov's catchphrase "simples" to describe avoiding a Brexit "no deal".
Addressing SNP MP Ian Blackford, she said: "If he wants to end the uncertainty and deal with the issues he raised in response to my statement then he should vote for a deal - simples."
At the time, a CompareTheMarket spokesperson said: “We welcome the prime minister’s commitment to keeping life Simples."
