Bob Barker, an icon of the entertainment business, has passed away.

Barker’s publicist confirmed the news, stating he died at his home in Los Angeles this morning at the age of 99.

Barker rose to fame as the host of the Truth or Consequences game show in the 1950s, but became a household name as the host of the Price is Right, which he hosted from 1972 until his retirement in 2007.

Barker was an animal rights activist, and always ended his shows with his signature sign-off asking people to “help control the pet population, have your pets spayed of neutered.”