diff --git a/.chloggen/jpkroehling-33916-loki-deprecation.yaml b/.chloggen/jpkroehling-33916-loki-deprecation.yaml
new file mode 100644
index 000000000000..2f647f246b74
--- /dev/null
+++ b/.chloggen/jpkroehling-33916-loki-deprecation.yaml
@@ -0,0 +1,4 @@
+change_type: deprecation
+component: lokiexporter
+note: Deprecate component
+issues: [33916]
diff --git a/exporter/lokiexporter/README.md b/exporter/lokiexporter/README.md
index 02e5e1a3fafd..6fe9d3aa5966 100644
--- a/exporter/lokiexporter/README.md
+++ b/exporter/lokiexporter/README.md
@@ -3,16 +3,20 @@
 <!-- status autogenerated section -->
 | Status        |           |
 | ------------- |-----------|
-| Stability     | [beta]: logs   |
+| Stability     | [deprecated]: logs   |
 | Distributions | [contrib] |
 | Issues        | [![Open issues](https://img.shields.io/github/issues-search/open-telemetry/opentelemetry-collector-contrib?query=is%3Aissue%20is%3Aopen%20label%3Aexporter%2Floki%20&label=open&color=orange&logo=opentelemetry)](https://github.com/open-telemetry/opentelemetry-collector-contrib/issues?q=is%3Aopen+is%3Aissue+label%3Aexporter%2Floki) [![Closed issues](https://img.shields.io/github/issues-search/open-telemetry/opentelemetry-collector-contrib?query=is%3Aissue%20is%3Aclosed%20label%3Aexporter%2Floki%20&label=closed&color=blue&logo=opentelemetry)](https://github.com/open-telemetry/opentelemetry-collector-contrib/issues?q=is%3Aclosed+is%3Aissue+label%3Aexporter%2Floki) |
-| [Code Owners](https://github.com/open-telemetry/opentelemetry-collector-contrib/blob/main/CONTRIBUTING.md#becoming-a-code-owner)    | [@gramidt](https://www.github.com/gramidt), [@gouthamve](https://www.github.com/gouthamve), [@jpkrohling](https://www.github.com/jpkrohling), [@mar4uk](https://www.github.com/mar4uk) |
+| [Code Owners](https://github.com/open-telemetry/opentelemetry-collector-contrib/blob/main/CONTRIBUTING.md#becoming-a-code-owner)    | [@gramidt](https://www.github.com/gramidt), [@jpkrohling](https://www.github.com/jpkrohling), [@mar4uk](https://www.github.com/mar4uk) |
 
-[beta]: https://github.com/open-telemetry/opentelemetry-collector#beta
+[deprecated]: https://github.com/open-telemetry/opentelemetry-collector#deprecated
 [contrib]: https://github.com/open-telemetry/opentelemetry-collector-releases/tree/main/distributions/otelcol-contrib
 <!-- end autogenerated section -->
 Exports data via HTTP to [Loki](https://grafana.com/docs/loki/latest/).
 
+## Deprecation notice
+
+This component is **deprecated**: Loki now supports native [OTLP ingestion](https://grafana.com/docs/loki/latest/send-data/otel/) starting from v3. Grafana Cloud also supports [OTLP native ingestion](https://grafana.com/docs/grafana-cloud/send-data/otlp/send-data-otlp) for logs. This component will be removed in September 2024.
+
 ## Getting Started
 
 The following settings are required:
diff --git a/exporter/lokiexporter/internal/metadata/generated_status.go b/exporter/lokiexporter/internal/metadata/generated_status.go
index eb80be3c6ade..5f61697d896b 100644
--- a/exporter/lokiexporter/internal/metadata/generated_status.go
+++ b/exporter/lokiexporter/internal/metadata/generated_status.go
@@ -11,5 +11,5 @@ var (
 )
 
 const (
-	LogsStability = component.StabilityLevelBeta
+	LogsStability = component.StabilityLevelDeprecated
 )
diff --git a/exporter/lokiexporter/metadata.yaml b/exporter/lokiexporter/metadata.yaml
index 99472ec495a9..4cb1b7871025 100644
--- a/exporter/lokiexporter/metadata.yaml
+++ b/exporter/lokiexporter/metadata.yaml
@@ -4,11 +4,11 @@ scope_name: otelcol/loki
 status:
   class: exporter
   stability:
-    beta: [logs]
+    deprecated: [logs]
   distributions:
   - contrib
   codeowners:
-    active: [gramidt, gouthamve, jpkrohling, mar4uk]
+    active: [gramidt, jpkrohling, mar4uk]
 
 tests:
   expect_consumer_error: true