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On Thursday, a major ad firm, Omnicom Group, announced it was ending its partnership with McDonald’s after nearly three decades.
Omnico announced its decision in a statement posted on its website, where it explained that the deal “wasn’t mutually agreeable.”
McDonald’s had a relationship with Omnicos ads dating back to 1984, but this agreement ran out in late 2017, the company said.
The announcement comes a few months after McDonald’s CEO John Chambers said that the chain was exploring options to exit the ad industry.
Omnichannel, the advertising agency behind many of the company’s most popular commercials, announced on Tuesday that it would no longer be using McDonald’s ads.
The news comes as McDonald’s has faced mounting criticism from ad buyers and regulators for the way its advertising has played out on the internet.
McDonald’s ad buys have long been criticized for misleading viewers about the company and its products.
McDonalds said in a recent investor call that it had paid $3.3 billion in ad revenue since 2010.
That figure includes about $1 billion in “non-advertising” revenue, which is usually revenue from advertising on social media.
That includes things like Facebook ads, Instagram ads, Snapchat ads, and YouTube ads.
Earlier this month, Omnix, the ad agency behind ads for Uber and Lyft, said it was closing its ads for all but a handful of its customers and would cease doing so in the coming months.