Everyone's favourite meerkat Aleksandr Orlov is being axed from some advertising slots on TV following Russian's invasion of Ukraine.
The Russian character shot to fame in 2009 after being introduced on TV advert breaks.
He was shown to love the lavish lifestyle while being assisted by his butler, Sergi and most recently little pups have joined the family.
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But for now, he will no longer be featured 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.
In the early days of their adverts, a mock website was made called Compare the Meerkats where users would be shown pictures of different meerkats- kids of the late 00's will remember the joy brought from that.
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.
