In April 2011, McDonald's announced that Ronald McDonald will reappear in their commercials.[8] However, Ace Metrix says Ronald McDonald ads are no longer effective. On May 18, 2011, Corporate Accountability International renewed their call to retire Ronald McDonald by running ads in major newspapers and launching several web pages dedicated to the retirement of the character.[9] However, McDonald's CEO Jim Skinner defended Ronald McDonald by saying that he is an ambassador for good and "it's all about choice".