One of the first lines of defense against the novel coronavirus is washing your hands, and that doesn't exactly mesh with KFC's ad campaign. In response, Kentucky Fried Chicken has made the decision to pull it's recently launched ad campaign in the U.K.

The fast food chain announced Friday it would suspend a U.K. ad campaign focused on its famous “finger lickin’ good” slogan in light of the coronavirus pandemic. The company notes that although the slogan has been a part of the company since 1956, promoting "finger lickin' good," might not be the best option it when trying to preserve the safety and health of their customers around the world.

“It doesn’t feel like the right time to be airing this campaign, so we’ve decided to pause it for now ― but we’re really proud of it and look forward to bringing it back at a later date,” a spokesperson said.

KFC isn't the first to make changes to their advertising in light of the current coronavirus situation across the globe. Both Coors Light and Hershey have also canceled ads that showed people hugging each other or joking about working from home, according to The Washington Post.