Find Value & Delete Entire Row

I've a worksheet containing a list of items some of which need deleting. These are identified from a particular range where users input "y" to notifiy the record can be removed. The code below works just fine if all I do is Clear the cells containing "y". However using: Range(rCell.Address).EntireRow.Delete

the macro stops after deleting the first item. It suddenly believes there aren't any further items to delete and Ends. There are no error messages returned. Entire macros is below.

Sub unreg_report()
Dim rRange As Range, rCell As Range
Set rRange = Range("unreg_list").SpecialCells _
(xlCellTypeConstants, xlTextValues)
For Each rCell In rRange
If rCell = "y" Then
Range(rCell.Address).EntireRow.Delete

End If
Next rCell
End Sub