Comcast Cable, “the nation’s largest cable provider,” has decided it will not accept firearm and ammunition advertisers in the future.

This decision comes after Comcast has been running ads for some gun and hunting groups for decades. Comcast chose this new position after purchasing NBCUniversal, which has a long-standing ban against firearm, ammunition and firework advertisements.

This move brings Comcast in line with its competitors, Time Warner Cable and Cox Communications.

Cox already had a ban similar to the one Comcast has now instituted and Time Warner Cable announced in January that it was banning “ads showing semi-automatic weapons and guns pointed at people.”

Gun control advocates praise Comcast’s “brave move,” while gun store owners say their profession has been unjustly singled out by Comcast.