Compare the Market is ensuring its adverts - featuring its meerkat mascots - won’t be aired during news bulletins following the Russian invasion of Ukraine.
The price comparison site has said its adverts, which currently feature CGI anthropomorphic Russian meerkat Aleksandr Orlov, won’t air during a time that people may see images of the ongoing conflict.
Compare the Market, which is owned by financial services firm BGL, announced it was reviewing its media strategy as it wants to remain ‘sensitive’ to the current situation.
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In a statement to the Telegraph, Compare the Market said: "The meerkats are fictional characters and not associated with Russia and the current situation.
“But we're looking at our marketing to make sure we're being sensitive and it doesn't show up in inappropriate places."
Orlav - voiced by Simon Greenall and known for his ‘simples’ catchphrase - is a billionaire meerkat from Moscow; alongside Orlav various other characters have been introduced in the marketing campaign including Sergei and baby Oleg. As well as featuring in the advert, the characters were released as plush toys available to customers and Orlav even released a book - A Simples Life: The Life and Times of Aleksandr Orlov.
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The Russian invasion of Ukraine has seen numerous companies have to review their branding and marketing plans.
US restaurant chain Applebees had to apologise and hastily pull its adverts off CNN after it was shown during live coverage of the invasion.
The light-hearted advert aired on Thursday morning, promoting five wings for $1 with the purchase of a burger, while live scenes from Kyiv were still being shown at the bottom of the screen.
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An Applebees spokesperson told Forbes: “We are deeply concerned about the situation in Ukraine. When we were made aware that our ad was placed in this manner, we immediately reached out to CNN to pause our advertising on their network.
“It never should have aired, and we are disappointed in the actions of the network.”
Meanwhile, shops and bars across the US and Canada have been pouring away Russian vodka in a show of solidarity.
In Ontario, the Liquor Control Board Of Ontario was ordered to withdraw all Russian products, including Russian Standard Original Vodka, Beluga Noble Russian Vodka and Stoli Vodka.
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Ontario Finance Minister Peter Bethlenfalvy said in a statement: "Ontario joins Canada's allies in condemning the Russian government's act of aggression against the Ukrainian people and we strongly support the federal government's efforts to sanction the Russian government.
"The people of Ontario will always stand against tyranny and oppression."
If you would like to donate to the Red Cross Emergency Appeal, which will help provide food, medicines and basic medical supplies, shelter and water to those in Ukraine, click here for more information.
Topics: Ukraine
Claire Reid